Native advertising comes in various forms, each designed to integrate with different types of digital content seamlessly. Let's explore the main types of native ads that marketers can leverage to engage their audience effectively.
In-feed AdvertisementÂ
In-feed ads appear within the natural content flow of a website or app, mimicking the style and format of the surrounding posts or articles. These ads are commonly found on social media platforms, news sites, and content aggregators.Â
For example, a sponsored post on Facebook or a promoted tweet on Twitter are classic examples of in-feed advertisements. They blend so well with organic content that users often engage with them as they would with non-sponsored posts.
 Search and Promoted Listings
Search and promoted listings are native ads that appear alongside organic search results or product listings. These ads are designed to look like regular search results or product recommendations but are clearly labeled as sponsored content. E-commerce platforms like Amazon and search engines like Google frequently use this type of native advertising.Â
For instance, when you search for a product on Amazon, some of the top results may be sponsored listings that match your search criteria.
 Content Recommendations
Content recommendation widgets are native ads that suggest related or sponsored articles at the bottom or side of a webpage. These recommendations are typically labeled as "Recommended for You" or "You May Also Like" and can include a mix of organic and sponsored content.Â
Platforms like Outbrain and Taboola specialize in this type of native advertising, helping publishers monetize their sites while providing advertisers with a way to reach engaged readers.
Custom Content Units
Custom content units are bespoke native ad formats designed to fit seamlessly within a specific publisher's layout and user experience. These ads are often created in collaboration between the advertiser and publisher to ensure they match the site's look and feel perfectly.Â
For example, a sponsored article on a news website that matches the formatting and style of regular articles but is clearly labeled as sponsored content would fall into this category.
8 Best Native Ad Networks in 2024
As native advertising continues to grow, several ad networks have emerged as leaders in the field. Here's a breakdown of the top 8 native ad networks in 2024, along with their strengths and best use cases:
Outbrain is a leading content discovery platform that helps advertisers reach audiences across premium publisher sites. With a network spanning over 55 countries and partnerships with top-tier publishers like CNN, BBC, and The Washington Post, Outbrain offers unparalleled reach and engagement for native ad campaigns.
Pros:
An extensive network of premium publishers
Advanced targeting options
User-friendly platform with robust analytics tools
Cons:
Can be more expensive compared to some competitors
High competition for ad space on premium sites
Strict content guidelines may limit some advertisers