What is native advertising? - Definition from WhatIs.com

Definition

native advertising

Part of the Search engine optimization (SEO) glossary:

Native advertising is the integration of marketing content with a website or service in such a way that it is not distinct from the rest of the material presented there in terms of its content, format, style or placement. 

Although native advertising is often informational rather than explicit marketing material, it is considered to be valuable for the advertiser's brand. The concept is the opposite of interrupt marketing, in that it is presented to the user along with content that they are freely viewing. Furthermore, because native advertising is presented in the same way as any other content on a site, the user is not coerced into viewing or reading it -- they do so if appears to be useful or interesting to them. 

The Federal Trade Commission's (FTC) updated dot com disclosures have implications for native advertising and other types of content marketing. All endorsements, for example, must be truthful and the person endorsing the product must be an actual customer. Any further information required for complete understanding of a claim must be clearly presented, ideally close to the claim. Transparency requirements stipulate that any marketing material clearly indicate that it originates from the advertiser. Native advertising and other types of marketing content that may not appear to be advertising should include a statement divulging their source. 

This was last updated in May 2013
Contributor(s): Ivy Wigmore
Posted by: Margaret Rouse

Related Terms

Definitions

  • NCR (no country redirect)

    - An explanation of the NCR (no country redirect) search parameter. This definition of NCR explains how Google search redirect works and how you can prevent the search engine from redirecting to your... (WhatIs.com)

  • metadata

    - Metadata is data that describes other data. Meta is a prefix that in most information technology usages means "an underlying definition or description." (WhatIs.com)

  • Alexa Web Information Service (AWIS)

    - Alexa Web Information Service (AWIS) is a subscription-based service that makes it possible for developers to access Alexa Web traffic data for inclusion in their XML-based websites and applications. (searchAWS.com)

Glossaries

  • Search engine optimization (SEO)

    - Terms related to search engine optimization, including definitions about SEO and words and phrases about bots, spiders, organic traffic and all areas of search engine marketing (SEM).

  • Internet applications

    - This WhatIs.com glossary contains terms related to Internet applications, including definitions about Software as a Service (SaaS) delivery models and words and phrases about web sites, e-commerce ...

Ask a Question. Find an Answer.Powered by ITKnowledgeExchange.com

Ask An IT Question

Get answers from your peers on your most technical challenges

Ask Question

Tech TalkComment

Share
Comments

    Results

    Contribute to the conversation

    All fields are required. Comments will appear at the bottom of the article.