Defining and Mapping the Native Advertising Landscape

Research Report: Defining and Mapping the Native Advertising Landscape

Author: Rebecca Lieb, with Jaimy Szymanski and Susan Etlinger

Publication Date: Sept. 10, 2013

Report: Available for download at


The term “native advertising” has so rapidly become endemic in digital marketing circles that there’s been little effort (and even less agreement) to understand what it actually is. With brands, agencies, publishers, social media platforms, and technology vendors venturing into new and hitherto uncharted territory, clarity, and definition are called for.

This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?

Altimeter Group believes native advertising promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effective and engaging messaging that provides welcome economic benefits — if sufficient strategy, learning, coordination, and transparency are invested upfront.

Native Advertising Campaigns: Critical Elements for Success

More report graphics available at: