Dive Brief: 

• Ad-tech company TripleLift is partnering with BazaarVoice, a company that powers online reviews and an e-commerce-focused ad business, to bring native advertising to e-commerce firms. 
• Traditionally a publishing tactic, native ads will now run on BazaarVoice clients' website. 
• The new native ads are particularly attractive because they run so close to the point of sale, with, for example, an ad for Canon popping up on the search results of a camera products page. 

Dive Insight: 

Native ads really make sense on e-commerce sites. It seems like such an easy transition to have paid suggestions appear in a products page's search results. Not only does it benefit advertisers to have ads so close to the point of sale, but it also gives the e-commerce websites a chance to earn money off of each shopper — regardless of whether they buy anything. If an online shopper's eyes fall on a native ad, that online store earns money from the advertiser.