Native advertising refers to content that’s typically found online, designed to match the platform in which it appears. For example, this may include a video that’s produced to look like the journalism content on a site, which is actually an advertisement for a product or service. Native means the content has a similar look and style to what’s around it on the site.
Native advertising software provides the tools and resources to create advertising matching major publishers, often in a matter of hours instead of weeks. It provides a central point of control for advertisers, as well as features for responsive design and optimization. Additionally, with native advertising software, it’s possible to manage one campaign across a variety of sites.