Digital native advertising is online advertising that matches the appearance and purpose of the content in which it is embedded. For example, the wedding website The Knot may feature sponsored articles about wedding gowns that consumers can purchase through the website. Consumers find this advertising useful because the content is likely to follow the website’s topics and style. Nearly 73 percent of internet users who are familiar with native advertising believe it is equally or more effective than non sponsored ads. 

The effectiveness of this type of digital advertising is causing marketers to take notice. For instance, the marketing agency of The Wall Street Journal partnered with Starz to develop an article—complete with video clips and an interactive timeline—that features the economics of romantic relationships throughout history. The sponsored content helped market Starz’s show The Girlfriend Experience, while the focus on economics was meant to interest The Wall Street Journal’s business-savvy target market.

Questions for Discussion

1. Why does native advertising need to be regulated

2. What are some ways that advertisers can use native advertising to promote products

3. What are the advantages of using native advertising over traditional digital advertising