Native advertising is a concept that is cohesive in nature — ads that blend into the surrounding environment and do not negatively impact user experience.
In essence, native ads are:
- Cohesive with the page content
- Assimilated with the website design
- Consistent with how the platform behaves
The concept of native advertising has evolved over the years. However, they have one fundamental tenet — to make the ad look like it belongs to the platform where it is published. It is in direct opposition to ads that many marketers have been accustomed to doing, which is to bombard a user with flashy and attention-grabbing banners.