Most media companies don’t call native ads ‘advertisements’

An analysis of two dozen news and lifestyle sites, social media platforms and popular mobile apps found that most companies aren’t calling native ads “advertisements.” Instead, the analysis, completed by Advertising Age, found that publishers use alternate phrases, including “sponsored,” “promoted” or “presented by.” Mike Dyer, The Daily Beast’s managing director-chief product and strategy officer, says calling native ads “advertisements” would be a distraction to readers: “A great display ad will divert people’s attention from what they sought out to do. Content is the thing people are seeking out. It is the end of the behavior chain.”