Native advertising has been on a long journey since 2011, when the term was originated in the digital context. We had seen content and commerce collide before but not like native. And what a natural it was. Taking an environment where users were used to ingesting content and, with proper attribution, giving them an alternative content piece that was revenue supported.

Oh, we had seen text ads for years. Search gave those to us in the 1990s. That’s not what we were talking about when we talk about native.

Native today is a Dr. Frankenstein creation that takes one part environment, one part text ad and one part “Hey, we have white space to fill” and calls it the same thing as someone else who actually gets what native is supposed to be.

Native is No Longer Restless