Gartner Research

Best Practices for Using Native Advertising

Published: 03 July 2017

ID: G00321722

Analyst(s): Haixia Wang, Lizzy Foo Kune , Andrew Frank


Interest in native advertising, thanks to its unobtrusive user experience and higher ROI compared with traditional display ads, has grown rapidly in recent years. Marketing leaders can use this research to guide their native advertising planning and execution to ensure optimal campaign results.

Table Of Contents
  • Key Challenges



  • Select Native Advertising Formats and Content That Best Deliver Against Your Media Goals
  • Experiment With Programmatic for Scale While Waiting for the Market to Mature
  • Use Native Advertising to Enhance the Customer Experience

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