Native advertising, also known as chameleon advertising, is an advertising format that takes the graphic appearance of the publisher's content. It is a sponsored content visually adapted to each support. There are different types of native advertising specific to different media.
Editorial in-feed is a form of advertorial. The content is based on the design of the publisher's surrounding articles. It is called co-creation of content because the article can be created by the media or in collaboration with the advertiser. This content is then sponsored on the publisher's site itself. When the Internet user clicks on this sponsored article, he lands on an internal page of the site. They are often recognized by the mention of "partner content".
The editorial sites are very numerous to propose this type of advertisement which one finds mainly in the middle of their own articles.
External in-feed is sponsored content that, when clicked, links to a page external to the publisher's site, unlike editorial in-feed. The media does not create content on its site, the visuals and the landing page are provided by the advertiser. This is the most common form of native advertising for advertisers.
Websites, blogs and newsletters are media for external in-feed. The content can be located at the beginning, middle or bottom of the page.
Social in-feed is the sponsored posts that we see in the news feed of social networks. These publications have a single format with an identical appearance to the content posted for the accounts we follow but they can be distinguished by the mention "sponsored by". The redirection can be internal (redirection to the social network page) or external (redirection to the advertiser's site or landing page).
As the name suggests, social in-feed is about social networks. Facebook, Instagram, Pinterest, Twitter are examples of media on which we regularly find native ads.
Paid ads from sellers to increase their visibility on a product category are also native advertising. They allow to compare different products or services. Indeed, this ad blends in with the rest of the ads visible from the keywords in the search bar of the e-commerce site.
They are very often found on e-commerce sites, especially under the product sheets consulted (Amazon, Leboncoin, Ebay, Cdiscount).
The commercial links have the same format as the ads that appear in a SERP, i.e. a Google search results page. Indeed, when we type a keyword in a search engine like Google, we can see paid ads in first position. This is also native advertising, because the content is identical to the rest of the page, but the advertiser has paid to appear among these positions.
Commercial or sponsored links appear on the results pages of search engines (Google, Yahoo, Bing, ..).
The recommendation modules are integrated into the editor's editorial content and link to external content that may be of interest to the reader. They are quite easily distinguishable, as they form a block of 2 to 4 articles with the mention "content sponsored by ...". They are particularly found in the footer of media sites.