State of Native Advertising Transparency Report - August 3, 2016
Disclosure, Discoverability & Delineation
Native Advertising Best Practices Checklist - August 3, 2016
Native Advertising Research Press Release - August 3, 2016
KOMO Radio News Herb Weisbaum interview (YouTube) - August 12, 2016
Native advertising can provide a compelling user experience while affording publishers innovative new revenue streams. In this race to market, the industry, including advertisers, ad-tech companies and publishers are testing a range of disclosure notices and practices. Combined with the impact of online tracking, privacy, security and other issues, concerns are being raised by consumer advocates and regulators worldwide. The key question being asked is, can consumers using a range of devices easily discern and identify native content, and understand the editorial is not controlled by the site they are visiting?
The tension is that, by design, native ads are intended to "blend" in with the page having a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it. Within the ad industry, native definitions vary and the term is used in a several different contexts. In an effort to help address these concerns, the OTA Advertising Integrity Working Group convened a broad group of stakeholders to develop a set of best practices and prescriptive guidance.
OTA commissioned a research project assessing the use of native display ad units. This research focused on three primary attributes of the native ad unit including the disclosure term or terminology used to disclose the ad unit, 2) the implementation or presentation of the disclosure term (font treatment) and 3) how was the ad unit itself was delineated from other page content. The ultimate goal is to develop a framework for providing prescriptive and actionable advice to the industry. If adopted, it promises to help enhance consumer trust and maximize the brand reputation of online publishers.
Resources & Recommended Readings
Federal Trade Commission Native Advertising Guidance (December 2015)
Arguments Fly at FTC Native Advertising Workshop (December 2013)
Federal Trade Commission .Com Disclosures (March 2013)
IAB Native Advertising Disclosure Principles (December 2013)