Native advertising can cause a bit of a headache. The IAB is yet to offer a definition of the phrase, which is being used in a rather flexible manner by many ad networks.
The Guardian and BuzzFeed are two prominent examples of publishers that refer to ‘sponsored’ or ‘promoted’ content. This seems a lot less ambiguous and may clear up some of the confusion for those trying to make sense of the topic.
Whilst I think this type of advertising is here to stay (when done properly), I’m not sure that native advertising is the best term for it. In fact, I think it would benefit from being split into three terms that make greater sense of the issue.
For an overview of native advertising see the Econsultancy report, Native Advertising: What it means for brands and publishers.