What is native advertising for publishers?
What native advertising is, the main formats, and how publishers sell it while protecting reader trust.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readNative advertising is advertising that matches the look and feel of the content around it, such as an ad styled like an article card in a news feed.
Native formats
| Format | Example |
|---|---|
| In-feed units | An ad card in the list of articles |
| Sponsored content | A paid article in editorial style |
| Recommendation widgets | Paid links under the article |
| Programmatic native | Headline, image and text assembled per page |
Labeling
Native ads must be clearly marked as advertising. Readers who feel misled lose trust in the whole site, so clear labels protect both the reader and the publisher.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
How publishers sell native
Native works best with a clear audience and goal. Combining native formats with first-party audiences lets publishers offer reach and relevance in one package.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
Sponsored content is one type of native advertising.
Often in engagement, because it fits the reading experience.
Yes, through native ad units in OpenRTB.
Clear labels, a visible advertiser name and no confusion with editorial content.
Related terms
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