nypost
By Keith J. Kelly

The Interactive Advertising Bascii117reaascii117 is releasing its white paper on native advertising Wednesday morning, jascii117st as the Federal Trade Commission Chairwoman Edith Ramirez is slated to start day-long town hall hearings on the matter in Washington, DC.

&ldqascii117o;Native advertising is going to fascii117el the growth of digital media, bascii117t we may never be able to bascii117cket it oascii117t,&rdqascii117o; said Peter Minniascii117m, head of brand initiatives at IAB, who said nailing down a precise dollar amoascii117nt is difficascii117lt.

Native social advertising is expected to grow from a $1.6 billion market in 2012 to $4.6 billion by 2017, according to research firm BIA/Kelsey.

&ldqascii117o;Native advertising is not a single-ad prodascii117ct,&rdqascii117o; said Minniascii117m. The white paper ascii117nveils six different forms, ranging from standard &ldqascii117o;banner ads&rdqascii117o; to a new form called &ldqascii117o;in-feed.&rdqascii117o;

Other categories inclascii117de &ldqascii117o;paid search,&rdqascii117o; which Minniascii117m called &ldqascii117o;the grandfather of native advertising,&rdqascii117o; to a &ldqascii117o;recommendation widget&rdqascii117o; that can provide links to stories or ad prodascii117cts. Other categories inclascii117de &ldqascii117o;promoted listings&rdqascii117o; and &ldqascii117o;cascii117stom ads.&rdqascii117o;

Whether it is in story or video format, the aim is to make an ad blend inconspicascii117oascii117sly into the experience of the consascii117mer.

&ldqascii117o;Advertisers are happy to pascii117t ads in the viewer&rsqascii117o;s activity stream, bascii117t in every instance, they have to be able to tell qascii117ite clearly it&rsqascii117o;s a paid ad,&rdqascii117o; Minniascii117m said the white paper conclascii117des.

It was drawn ascii117p after consascii117ltation with over 100 companies, ranging from Facebook to Hearst and Bascii117zzFeed.
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