Native Advertising
Etymology
The term emerged around 2011 in digital-media circles — investor Fred Wilson helped popularize it — as publishers sought ad formats that matched the look of their content. Its ancestor is the print “advertorial,” but native ads go further in mimicking genuine stories. Disclosure rules exist precisely because the blending is the point.
noun phrase · /NAY-tiv AD-ver-ty-zing/
Paid promotion designed to blend in with the surrounding editorial content that carries it.
What it names
Advertising camouflaged as journalism, exploiting the trust readers give real articles.
Example
The “10 Tips for Better Sleep” article was native advertising for a mattress company, marked only by a tiny “sponsored” tag.
Related idea
Native advertising hides commercial intent inside editorial form, much as astroturfing hides sponsored messaging inside apparent grassroots voices.