Native Marketing

Native advertising is a web advertising method in which the advertiser attempts to gain attention by providing valuable content

in the context of the user's experience; it is similar in concept to an advertorial, which is a paid placement attempting to look like

an article. A native ad tends to be more obviously an ad than most advertorials while still providing interesting or useful

information. The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will

click on it.

Among the formats for native advertising are promoted videos, images, articles, music and other media. Examples of the

techniques include Search Engine Marketing (ads appearing alongside search results are native to the search experience) and Twitter

with promoted Tweets, trends and people. Other examples include Facebook's promoted stories or Tumblr's promoted posts.

Content Marketing is another form of native advertising, showing "other content you might be interested in" which is sponsored by

a marketer alongside editorial recommendations.

The types of platforms and websites that participate in native advertising can be split up into two categories, “open” and

“closed” platforms. “Closed” platforms are brands creating profiles and/or content within a platform, then promoting that

content within the confines of that same closed platform.