The clock is ticking for brands to ‘go native’

For a direction that the industry is inextricably headed towards, the level of confusion around what native advertising is remains a persistent concern.
For the record, it is not click bait, it is not just about content aggregators like Outbrain or Taboola, and it is not to be confused with content marketing though the two are similar yet very different platforms. Content marketing refers to a larger practice of advertising and content distribution as a whole.
Native advertising refers to a form