In this paper IAB defines the 6 types of native advertising. In Feed Units, Paid Search Units, Recommendation Widgets, Promoted listings, In Ad with native elments listings and custom.
Great description by IAB on programmatic variation and methods of buying. Here is an excerpt - "The terms "programmatic", "automation" and "RTB" evoke mean different things to different people. This paper aims to provide clarity, from the publishers' perspective, by outlining four main ways of transacting "programmatically" today. It provides a clear framework for distinguishing between them and highlights other factors commonly associated with each "programmatic"transaction.
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.
The IAB Ad Unit Guidelines are intended for marketers, agencies and media companies for use in the creating, planning, buying and selling of interactive marketing and advertising. The IAB s Ad Sizes Working Group meets on a bi-annual basis to review proposed new ad units and issue updated voluntary guidelines as appropriate.