Native advertising(i) is here to stay. It has become a crucial part of many publishers’ business models. Native ads can best be described as sponsored articles or videos that resemble traditional editorial work but indeed are paid for content. However, some fear audiences could be misled into thinking they were actually consuming independent journalism, not realizing that somebody has a vested business interest in what they’re consuming. Check out this report by contently.

This chart shows what measures audiences think would improve native advertising (in percent):

You will find more statistics at Statista

(i) Wikipedia: “Native advertising or Sponsored content is a type of advertising, mostly online, 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.”