Native advertising has become a powerful tool for digital marketers to reach their target audience effectively. This innovative ad format seamlessly integrates with the user experience, providing valuable content that engages users while promoting brands. In this article, we will delve into the origins of native advertising and explore the pioneers who shaped its evolution. We will also discuss the impact of native ads on digital marketers and provide examples of successful native advertising campaigns in Google.

The Pioneers of Native Advertising

  • The New York Times: The New York Times played a pivotal role in pioneering native advertising with its “Paid Posts” campaign. Recognizing the importance of delivering relevant content, they successfully integrated sponsored content into their news feeds, enhancing the user experience while driving revenue.
  • Sharethrough: Sharethrough revolutionized the industry by developing the first native advertising Their platform enabled advertisers to distribute native-style ads across a network of premium publishers, enhancing click-through rates and maximizing reach.
  • Taboola: Taboola introduced content recommendation widgets, providing personalized native content suggestions on various websites. Their innovative approach increased user engagement and generated higher purchase intent among audiences.

Impact on Digital Marketers

Native advertising has transformed the way digital marketers connect with their target audience. By blending seamlessly into the user experience, native ads avoid banner blindness and ad fatigue. This approach fosters a positive user experience, resulting in increased engagement and improved brand perception.

Furthermore, native ads offer greater flexibility for brands to convey their message effectively. They can adapt their content to match the format and style of different platforms, whether it’s social media, news articles, or app content. This versatility allows brands to connect with users in a non-intrusive manner, fostering a genuine connection that drives conversions.

Native Advertising Examples in Google

  • Google Ad Manager: Google’s ad management platform enables digital marketers to create native ads that seamlessly integrate with the user experience. By leveraging Google’s vast network of publishers, marketers can reach their target audience across a wide range of websites and apps.
  • Sponsored Content on Social Media: Platforms like Facebook, Instagram, and Twitter offer native advertising options, allowing brands to promote their content organically within users’ feeds. By blending in with organic posts, native ads on social media capture users’ attention and drive engagement.
  • In-Feed Native Ads: These types of native ads are designed to match the look and feel of the content on the website or app. By appearing in the natural flow of the content, these ads deliver a non-disruptive advertising experience that resonates with users.


The pioneers of native advertising, such as The New York Times, Sharethrough, and Taboola, have significantly influenced the digital marketing landscape. Native advertising has empowered digital marketers to deliver relevant and engaging content that seamlessly integrates with the user experience. By embracing native ads, brands can build stronger connections with their target audience, enhance brand perception, and drive conversions. As the digital advertising ecosystem continues to evolve, native advertising will remain a powerful strategy for brands looking to captivate and convert their audience.