Programmatic and open web
Native ads
Ads designed to match the look of the content around them, such as recommended articles or sponsored listings on a publisher's site.
What it is
They are labelled as sponsored but follow the page's style. Networks such as Taboola and Outbrain specialize in them.
Why it matters
For lead generation and e-commerceThey interrupt less than banners, which suits content-led offers and longer reads.
In practice
Promote useful content, test headlines and images, and judge by what visitors do after they land.
A common mistake
Using misleading headlines for clicks, which wins visits and loses trust.
All terms