Native units match the look and feel of the site they appear on, so they're consumed as content rather than filtered out as advertising.
Why it works
Banner blindness is real and learned — users skip anything shaped like an ad without registering it. Native sidesteps the pattern by not looking like one, which reliably produces higher engagement than display on the same inventory.
Specs
Headline up to 50 characters, image 1200×628, with a sponsored label. Desktop, mobile and in-app. Pricing: CPM.
Best for: content recommendation, brand and lead generation.
Brand safety
Native runs on premium publisher supply with category and domain blocking.
Writing native that performs
- The headline does nearly all the work. Write it as a headline, not a slogan.
- Match the destination to the promise. Native's advantage is trust; a page that doesn't deliver what the headline implied burns it, and the bounce rate shows it immediately.
- Keep the sponsored label — it's required, and disguising the disclosure damages the publisher relationship your reach depends on.
Related: How does programmatic display advertising work? · How is performance optimized across formats?