The Native Advertising Institute Defines Native Advertising as:
Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.
What Can be Considered Native Advertising?
Many formats fit this definition. Some of the most common are:
Advertorials in newspapers and magazines. Advertiser funded programming on broadcast- or web tv. Promoted or sponsored posts on social media like Facebook, LinkedIn and Twitter.
What is Not Considered Native Advertising and Why?:
Paid search. We do not consider a search engine a media, in the sense that we do not consider a phone book to be a media either. And so, paid search is not native advertising.
Ads delivered in-stream on i.e. Facebook. Native advertising needs to hold relevant, valuable and non-interruptive content that meets the expectations of the audience. Ads in the Facebook-feed is no more native advertising than an ad placed among the articles on a news-site like nyt.com.