Native advertising is the latest name given to the practice of placing advertisements that look like the editorial content of a publication. [1]

Native advertising usually takes the form of an article or a video which is produced by an advertiser with the intent to promote a product or a brand, while matching the style used in the normal content of the publication.

This practice gets more attention by consumers, as some of the credibility of the news publication rubs off on the advertising material.

Native advertising is increasingly popular on the web, the mixing of content and advertising being for the most part accepted on websites with no content of their own, such as search engines or social media websites.