Native ads: it’s complicated

  • First came the sponsorship model, where independent content creators were paid by brands to create content specifically meant to promote their products.
  • Social media platforms gave the sponsorship model their very own twist, thus coming up with their own unique form of native advertising within their own platforms where brands could connect and engage with their audience on the basis of their network and preferences.
  • The final stage of evolution (yet), native-style display ads, are ones where the advert is consciously designed in such a way that its look and feel matches that of the content.



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