Native Advertising

Six Native Ad Categories, Six Marketplace Considerations, and IAB Recommended Disclosure Principles
 
Understanding Native Advertising

Native has become a hot topic in the advertising marketplace, but for the practice to flourish further, it needs consensus on definitions and structure. In response, IAB and its Native Advertising Task Force released the “IAB Native Advertising Playbook.” This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units most often described as ‘native.’