This form of advertising is used to disguise, if possible, that it is advertising, so that more people pay attention to the ad.
The goal is that a reader does not directly recognize the advertisement as such and attaches greater relevance to the message.
Native advertising is often equated with content marketing.
The fact is, native advertising can be a part of content marketing. Especially in B2B marketing, native marketing supports the presentation of complex products and services.
If a normal advertisement would be placed, the content would have to be as short and crisp as possible to match the advertising format. This is not always successful as B2B customers of products and services often need more information to understand the offer.
In this case, a native ad offers enough "space" to execute the description and thus address the potential customer.