[GTM glossary](/glossary.md) Native advertising Marketing # Native advertising In short Native advertising is paid promotion that matches the format and style of the platform it appears on. Examples include sponsored articles on a news site, promoted posts in a social feed, and recommended-content widgets at the end of an article. The idea is that useful content gets more attention than a banner interruption. Native ads must be clearly labeled as sponsored, such as with a tag like "Sponsored" or "Promoted," so readers know it is paid. Labeling rules vary by region, and this is not legal advice. ## Common native ad formats * **In-feed ads:** Promoted posts that appear among regular posts in a social or news feed. * **Sponsored articles:** Articles written by or for a brand and published on a media site. * **Content recommendation widgets:** Links to sponsored content below or beside an article. * **Search-style ads:** Paid results formatted like organic ones. --- ## How to use native ads in B2B * **Promote something useful:** Lead with a guide, data report, or case study, not a hard pitch. * **Match the platform:** Follow the format and tone of the placement. * **Target precisely:** Use job title, industry, or account lists where the platform allows. * **Send to a focused page:** Make the landing page continue the promise of the ad. * **Measure beyond clicks:** Look at engagement, form fills, and pipeline influenced. --- ## Example Say a data-quality vendor sponsors an article on an industry site titled with a practical checklist for cleaning CRM records. The piece is labeled as sponsored, teaches something useful, and ends with an offer for a template. Readers who download it enter a nurture track. --- ## Native vs. display advertising Display ads are visual units that look distinct from the page, like banners. Native ads blend into the surrounding content format. Native ads often feel less intrusive, but they still need honest labeling. --- ## Common mistakes * **Disguising the ad:** Hiding that it is sponsored harms trust and may break rules. * **Pitching too hard:** Overly salesy content gets ignored by readers expecting information. * **Weak follow-up:** A click to a generic homepage wastes the effort. * **Judging on clicks alone:** Click rate does not show whether the right accounts engaged. --- ## Native advertising FAQs **What is native advertising?** Native advertising is paid content designed to match the look, feel, and format of the page or feed where it appears, such as a sponsored article or promoted post. It is labeled as an ad but reads like editorial content. **What is the difference between native advertising and display advertising?** Display ads are standalone visual units like banners that look distinct from the page. Native ads blend with the surrounding content format and tone. Both are paid, but native aims to feel less like an interruption. **Do native ads have to be labeled?** Generally yes. Platforms and regulators in many regions expect clear labels like Sponsored or Promoted so readers know content is paid. Requirements vary by location. This is general information, not legal advice. **Is native advertising effective for B2B?** It can be when it promotes genuinely useful content to a well-defined audience and sends clicks to a relevant page. Results depend on targeting, content quality, and follow-up, so test small and measure pipeline, not just clicks. Share term --- ## More related phrases * [Account-based advertising](/glossary/account-based-advertising.md) * [Crowdsourced content](/glossary/crowdsourced-content.md) * [Infographic](/glossary/infographic.md) ## Similar phrases * [Content marketing](/glossary/content-marketing.md) Content marketing is the practice of creating and sharing useful content, such as articles, guides, and videos, to attract, educate, and convert a defined audience. * [Digital advertising](/glossary/digital-advertising.md) Digital advertising is paid promotion delivered through online channels such as search, social, and display, used in B2B to reach target buyers and drive pipeline. * [Paid search](/glossary/paid-search.md) Paid search places ads on search engine results pages and charges per click, letting B2B teams reach buyers at the moment they search for a solution. * [Programmatic advertising](/glossary/programmatic-advertising.md) Programmatic advertising is the automated buying and selling of digital ad space in real time, using software and data to target specific audiences. * [Brand awareness](/glossary/brand-awareness.md) Brand awareness is how familiar your target market is with your company, and it shapes whether buyers consider you when a need arises.