IAB Europe, the European-level industry association for the digital advertising and marketing ecosystem, has released its ‘Guide to Native Advertising’ to shed more clarity on the medium.
This Guide has been written by three experts of IAB Europe’s Channels and Formats Taskforce to provide up-to-date information on Native Advertising formats, placements, and best practices. Alongside this, there are a number of case studies to show real-life examples of Native in action.
Native advertising has come under close scrutiny over the past few years, especially in terms of disclosure and transparency. An earlier guide released in 2019 in the U.S. by the Tow Center for Digital Journalism highlighted a number of examples where publishers were either disingenuous or misleading with labeling. It singled out The Atlantic, as just one publisher example, that used a variety of labels for its native advertising including: “Crafted by,” “Presented by,” and in one case simply “With.”
Commenting on the development of the Guide, IAB Europe’s Marketing and Industry Programmes Manager Marie-Clare Puffett says, “This guide provides lots of best practices, practical examples and case studies from member organizations to show how native advertising can be used as a non-intrusive format to engage consumers.”
Commenting on the importance of industry guides, Jon Westnedge, VP EMEA, Taboola says, “IAB Europe and its research in this report play an important part in demonstrating the potential of native advertising for European marketers – an industry that we at Taboola have spent 14 years perfecting. We are pleased to contribute to this industry guide, which will empower advertisers with knowledge of the formats available, best practices, and key considerations for using native advertising to grow their business.”
You can download the guide here