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More generally, native advertising works well with Internet users because it does not interrupt navigation , and it is thus part of the logic of the user's digital journey. Unlike banners, which are both very intrusive and very heavy for the host site (pop-up windows, videos that launch on their own, high weight of the elements to display which slows down the loading of the page, etc.), Native content is intended to support Internet users in their experience .

With some success native ads show a viewing ratehigher than Display ads (Outbrain). Another benefit relating to the audience advertisers are not dependent on a capricious algorithm . With traditional advertising networks (on search or social networks), the slightest BTB Directory change in the algorithm can undermine a sponsored campaign. Native Advertising is not confined to a single platform it is deployed across the entire web, which allows you to multiply traffic sources... and even reach audiences who never go to Facebook, Instagram, Twitter or Google! An advertising format characterized by its effectiveness Native Advertising proves to be particularly effective , enough to justify its integration into your marketing strategy.

In fact, this type of advertising records a higher engagement rate than other forms of advertising on the webof Internet users say they prefer native formats to traditional banners , and there is aincrease in advertising intentions. purchase after clicking on a native ad (compared to Display –IAB France figures). According to Outbrain, this percentage even rises to . This clear preference is also explained by the trust that native advertising inspires , due to its editorial integration.