原生广告又称原生行销（英语：Native advertising）最近由2014年2月的美国IAB (Interactive Advertising Bureau)提出讨论，是网络广告的一种，借由产生有价值的内容，期望在消费者的体验中获得关注。

原生广告的概念有些类似广编广告，通常运行者可能会试图编辑一份包含图文报导的消息或文章，创造让消费者觉得有价值的内容，并且让消费者愿意进一步阅读或接收消息。例如在Facebook 就以「动态赞助」 或「建议贴文」的方式经营原生广告平台，而品牌广告主也可以在Facebook上面借由经营「粉丝专页」或制作「应用程序」的方式发布原生广告。但原生广告的平台不仅限于Facebook，包括Twitter、Plurk、Youtube、Pinterest、Instagram等社区消息平台，都有可能作为原生广告发布的媒体。

Native advertising is a type of advertising, usually online but feasibly elsewhere, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform's editorial staff. The word "native" refers to this coherence of the content with the other media that appears on the platform. Due to its ambiguous delineation from some other forms of marketing, the precise period of inception for native advertising is still debated. This uncertainty is particularly notable in certain instances of embedded marketing, of which modern native advertising can be seen as an evolution. Where instead of embedded marketing's technique of placing the product within the content, in native marketing, the product and content are effectively merged into one entity. Because of this merger of advertising and content, the legal status of native advertising is uncertain, and the Federal Trade Commission held a workshop to better elucidate its contours in 2013.