Native advertising is the practice of creating and placing paid content that matches the look, feel, and, sometimes, the voice of the surrounding editorial content. This paid content is found across all digital platforms, including websites, social media feeds, email newsletters, and search engine results. In some cases, this paid content is virtually indistinguishable from editorial content. In others, it may carry labels such as Sponsored Content or Promoted Listing. In all cases, native advertising matches the visual design of its context and is presented as content (e.g., an article, list, photo essay/slideshow), as opposed to banner or display advertising. This entry provides an overview of native advertising, exploring how and why it works and the controversies surrounding it.