Native advertising is advertising that matches the form and function of the content in which it is placed. It provides a non-interruptive user experience similar to other content on a site or platform. Studies show that native advertising drives better results than banners, with engagement rates 50% higher and brand lift and purchase intent that are 40-50% higher. Native advertising is also critical for mobile where screens are smaller and interruptive ads have lower tolerance. It provides audiences a better experience, marketers more effective digital advertising, publishers an additional revenue stream, and solves mobile reach and monetization issues.