Julian Cole, head of communications planning, Bartle Bogle Hegarty, makes a distinction between social advertising—news feed ads on Facebook or promoted Tweets on Twitter-from native
advertising, where a publisher creates content on behalf of a brand. That seems like a useful point to make in discussing native advertising since the in-stream ad formats developed for social
platforms are often included under the rubric of native advertising. Much of social advertising is native by definition, where that’s not necessarily true of online advertising for traditional
publishers.