Sponsored Content

Watch your language, Part 6: Native advertising explained

A field guide to business jargon and buzzwords

Credit: iStock

native [from Latin nativus: native, natural]

“Native is set to become the de facto digital ad format of the future.”
(Dale Lovell, chief digital officer and U.K. managing director, Adyoulike,, October 26, 2017)

Not to be confused with terminology around Indigenous peoples, native content or advertising is created to look like editorial material when it’s actually a paid advertisement. Native ads have appeared in many of the world’s most prominent publications, and they’re starting to challenge traditional revenue models. Last year, Forbes estimated that 35 per cent of its digital ad revenue came from native.