The Online Publishers Association (OPA) conducted a study in partnership with Radar Research, which attempted to answer questions regarding the underlying approach to native advertising.
There were several intriguing findings; perhaps the most telling was that 90 percent of publishers surveyed expect to provide native solutions by the end of 2013.
However, the one that stood out the most for us was on the definition of native advertising.
The top answers are encouraging, as they offer a similar definition to our official definition:
Here at Sharethrough, we have participated regularly in industry discussions about how to change the perception of native advertising from an industry phrase to a true media category.
In addition, our CEO Dan Greenberg is one of the co-chairs of the IAB Native Advertising Task Force, which has devoted much of their initial meeting time to the topic.
One clear delineation that we feel is important to make when talking about native advertising is the difference between sponsored content and native advertising.
Sponsored Content – For native advertising to work, advertisers must deliver valuable content that indeed deserves to match the form & function of a site.
Native Advertising – A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Read more about the differences here and find examples on our Native Advertising Leaderboard.