Native advertising allows for a more natural ad placement as the ad retains the look/feel of the ‘organic’ environment. Examples would be a post on a social network or an article on a news site. The wealth of personal (and behavioural) data that many social networks contain provides rich targeting opportunities.
Native advertising tips
- Tag ad landing URLs with UTMs, and make use of dynamic parameters from ad platforms
- Add ad platform pixels to website to help with audience curation
- Make use of ad platform conversion pixels (or, even better, API) to help with attribution and automation
Native advertising resources
General resources
- Meta Ad Library – search and view all ads live on Facebook and other Meta services such as Instagram
Self-serve native ad networks
- Meta Ads – ads on Facebook, Instagram and partner sites, with extensive demographic targeting
- Google Ads – native ads on Google properties such as the Discover feed, Gmail and YouTube
- Microsoft Ads – native ads on Microsoft-owned sites (MSN, Outlook.com, etc.) as well as partner sites
- X Ads – ads X, with targeting options that include the types of profiles users follow
- Pinterest Ads – ‘promoted pins’
- Quora – ads on Quora, with targeting that includes question categories and site browse behaviour
- LinkedIn Ads – ads on LinkedIn and partner sites with professional/career targeting being the major advantage
- Reddit – ads on Reddit, with targeting by subreddit
- Taboola – native ads across a network of websites, including major publishing brands
- Outbrain – native ads across a network of websites