Why work in Native
I can still recall a moment 15 years ago when I was scrolling through one of my favorite news sites, coffee in hand, and came across an article about climate solutions. As I reached the bottom of the piece, I noticed a recommendation for a documentary series on renewable energy. It was presented in the exact same style as the news site - so much so that at first, I didn’t even realize it was an ad. But instead of feeling interrupted or annoyed, I felt genuinely curious. It fit perfectly with what I’d been reading. That’s native advertising at its best: an authentic, in-context placement that complements rather than disrupts.
If you read the news, buy things, and consider yourself an active participant in culture and commerce, you already understand how valuable news websites are for advertisers. These sites reach people who care about current events, who engage with ideas, and who are constantly learning. Native advertising leverages this engagement in a way that feels organic, matching the form and function of the platform it appears on. It’s not a loud pop-up or a banner screaming for your attention; it’s an extension of the user’s existing journey.
Another key reason to work in native advertising is the opportunity to support reputable journalism. Reliable news outlets play a critical role in society. Without journalists, those in power, such as politicians, corporations, and other influential figures could act in the shadows, unchecked. Journalism helps expose corruption and keep misinformation at bay. By choosing to invest advertising dollars in quality publishing environments, you contribute directly to the health and sustainability of independent journalism.
I remember an encounter at a Tortoise media forum: A passionate investigative reporter described her struggle to get continued funding for deep, time-intensive work. She emphasised that ad revenue is a substantial part of what keeps her paper afloat - particularly when they can’t rely on subscription fees alone. Knowing that my work in native advertising might help maintain that kind of reporting is a personal motivator for me. It ties into my values of truth, accountability, and community well-being.
Working in the open internet, and in support of these publishers, means you’re backing the very systems that champion transparency, fact-checking, and free speech. You’re enabling:
- Support for independent journalism – ensuring reporters can investigate without fear or favor.
- Demand for transparency and accountability – shining a light on tech platforms that allow disinformation.
- Sharing real news responsibly – being thoughtful about the information that gets disseminated.
- Protection of freedom of the press – both locally and globally, preserving the pillars of democracy.
For me, this mission resonates deeply. Knowing that each native placement could make a difference in how publishers continue to inform the public fuels my passion for the industry.
Beyond the moral and societal dimensions, it’s an exciting time for native advertising from a creative and technological standpoint. Publishers are fighting back against revenue challenges by experimenting with formats that capture attention without compromising user experience. Take vertical video, for example. More and more news sites are adopting this mobile-friendly format, which blends seamlessly with editorial content. In the coming years, vertical video on publisher platforms is poised to grow exponentially, opening up a new realm of possibilities for storytelling and audience engagement.
Working in native advertising isn’t just about monetizing spaces on a webpage. It’s about respecting the reader’s journey, blending in with the environment, and helping sustain high-quality journalism. For professionals looking to make a meaningful impact, one that aligns with personal values like transparency, community, and ethical media, native advertising offers a unique avenue to do just that.
Ultimately, if you value the importance of credible news and believe in the power of context-driven marketing, native advertising offers a rewarding blend of purpose and innovation. From supporting independent journalism to exploring fresh creative formats, working in native is an opportunity to be at the forefront of shaping how stories are told, and how truth is preserved.
Alex Cheeseman, Head of Enterprise at Outbrain