What is native advertising?

Native is currently the darling of the ad world. Alex Aspinall investigates its relevance in B2B

For many years content producers and consumers have accepted that in order for easily consumable content to exist, you need a certain level of advertising knocking around too. But as the internet en masse has taken more ownership of the process of content consumption, people have become less impressed by context-free shouty ads interrupting their content experiences.

Enter: native advertising. The idea is that instead of advertisers trying to make their content stand out from that which surrounds it, an attempt is made to create ad content that fits in with the look and feel of the content users are actually trying to consume. It can then, in theory at least, genuinely add to the user experience.