---
title: "Native advertising: definition, formats and examples"
description: "Native advertising explained: definition, formats (in-feed, recommendation, sponsored content), strengths and limits. How to run a native campaign."
url: "https://publicitefrance.com/en/blog/publicite-native/"
lang: en
translated_from: "https://publicitefrance.com/blog/publicite-native/"
category: "Digital advertising"
publisher: "PubliCité France"
updated: "2026-08-02"
keywords: ["native advertising", "sponsored content", "in-feed ads", "integrated advertising"]
---

# Native advertising: definition, formats and examples

**In short:** native advertising is an ad format that **matches the form and tone of the content** it sits in. Less intrusive than the classic banner, it relies on relevance rather than interruption.

## What is native advertising?
A native ad resembles the content around it: a sponsored post in a social feed, a partner article on a media site, a recommendation below an article. The goal: catch attention without breaking the reading experience. The trade-off: it must always be **identified as advertising** ("sponsored") — for honesty and by obligation.

## Main formats
- **In-feed**: integrated into a feed (social networks, media home pages).
- **Sponsored content / advertorial**: an article or video produced with a media outlet.
- **Recommendation widgets**: "read also", below articles.
- **Native search & retail**: integrated sponsored results.

## Strengths and limits
**Strengths**: better acceptance, higher engagement than banners, partial bypass of "banner blindness". **Limits**: content production cost, need for real editorial value, and mandatory transparency (without which trust collapses).

## Running a native campaign
- Provide **real value** (info, usefulness, entertainment), not a disguised pitch.
- Respect the **tone of the medium**.
- Clearly display the advertising label.
- Measure engagement, not just clicks.

## FAQ
**Native advertising and brand content — same thing?**
Close but distinct: brand content is content produced by the brand; native advertising is the paid distribution of content integrated into a third-party medium. They often combine.

**Is native advertising legal?**
Yes, provided it is clearly identified as advertising. Hiding its advertising nature is misleading and punishable.

**Does it work better than the banner?**
Often in engagement and acceptance, yes, but it requires more editorial effort and good targeting.

---
*PubliCité France — blog, Digital advertising. French version: /blog/publicite-native/*