The terms get used interchangeably, but there's a distinction worth understanding.
📝 Native Advertising
"A format — ads that blend into surrounding content"
- Matches the visual style of the page
- Uses "sponsored" or similar labeling
- Can appear anywhere
📰 Feed Advertising
"A placement — ads in scrolling content streams"
- Appears in content feeds
- Targeted by behavior, not just keywords
- Format varies by platform
Where They Overlap
Baidu feed ads are native in format (they look like regular content) and feed in placement (they appear in scrolling content streams).
For Most Advertisers
When people talk about "native ads on Baidu," they usually mean Baidu feed ads — the native-format ads that appear in Baidu's content streams. This is typically what international advertisers should start with because:
- It gives you access to search-intent data that platforms like WeChat or Douyin don't have
- The targeting combines search behavior with content consumption
- The native format performs better than display banner ads
- It bridges the gap between search (high intent) and social (discovery)
The Practical Answer
Don't get hung up on the terminology. What matters is:
- Are you reaching users with purchase intent? (Search)
- Are you reaching users in discovery mode? (Feed)
- Do you need brand awareness? (Display/Video)
Most effective Baidu campaigns combine all three, with feed ads serving as the discovery layer that feeds users into the search pipeline.
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