Native advertising places sponsored messages in a non-disruptive way. Most native ads don’t even look like ads at all! The most common examples of native advertising are certain types of social media ads and recommended content on a website. Native ads match the look and feel of the content that surrounds them unlike traditional display ads which tend to be constrained to a standard ad format.
The Interactive Advertising Bureau breaks down native advertising into four common ad units: Story Ads, Video Ads, Product ads, and App Install ads. While typical web ads will appear alongside content, native can be placed into the content itself or outside of the content in a sidebar.