Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. They look like part of the editorial flow of the page.
The key to native advertising is that it is non-disruptive – it exposes the reader to advertising content without sticking out like a sore thumb.