Interactive Advertising Bureau
02 December 2021

IAB Europe Releases New Guide to Native Advertising

The guide provides up-to-date insight into native ad formats and key considerations and best practices for buyers.

2nd December 2021, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Guide to Native Advertising’ to shed more light on one of marketers’ most used forms of advertising.

IAB Europe first published a white paper on Native Advertising in 2016 when it was still a nascent and evolving area of digital advertising. Since then, Native has continued to grow in importance as consumers found themselves bombarded with intrusive advertising, which led to ad blocking, banner blindness, and ad fatigue.

This Guide has been written by three experts of IAB Europe’s Channels and Formats Taskforce, which is part of the Brand Advertising Committee, to provide up-to-date information on Native Advertising formats, placements, and best practices so that buyers can ensure effective campaign delivery. The Guide also explores how Native will be key to growth in other digital channels such as eCommerce, CTV, and DOOH. Alongside this, there are a number of case studies to show real-life examples of Native in action. 

Commenting on his contribution to the Guide, Agathe Rakowicz, Director, Global Brand Operation at Outbrain said, "It's great to work with IAB Europe on Guides like this because it's a unique opportunity to explore Native Advertising as a unified front. Native advertising has come so far and has truly improved the consumer experience online. It's great to be able to showcase the progression and demonstrate to markers how they can leverage Native Advertising on the open web to grow their reach and diversify their marketing strategy.

Commenting on the importance of industry guides, Jon Westnedge, VP EMEA, Taboola said: “IAB Europe and its research in this report play an important part in demonstrating the potential of native advertising for European marketers - an industry that we at Taboola have spent 14 years perfecting. We are pleased to contribute to this industry guide, which will empower advertisers with knowledge of the formats available, best practices, and key considerations for using native advertising to grow their business.”

Commenting on the development of the Guide, IAB Europe’s Marketing and Industry Programmes Manager Marie-Clare Puffett said:This guide provides lots of best practices, practical examples and case studies from member organisations to show how native advertising can be used as a non-intrusive format to engage consumers.”

Download the guide here.

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