Native advertising is a form of advertising in which adverts are integrated into the content of a website or other platform to create a seamless and natural user experience. Unlike traditional forms of advertising, which are often perceived as disruptive or intrusive, native advertising aims to integrate the adverts into the content of the platform to make them more relevant and engaging for the user.

Native advertising can take various forms, such as sponsored content, branded content, in-feed adverts or sponsored search results. In all cases, the advert should be designed in such a way that it fits into the natural content of the website or platform and gives the impression that it is part of the content.

The aim of native advertising is to increase user engagement and attention by better integrating the adverts into the context of the platform. However, it is important to note that native advertising must be clearly labelled so as not to deceive or confuse the user. If native advertising is not clearly labelled as an ad, this can lead to a breach of trust and affect the credibility of the platform.