A look around the native advertising world and we still see both the promise and the promise unrealized.

Native is supposed to match the form and function of the platform so a universal template should never happen. That’s how we get the abomination we have with Outbrain, Taboola and other programmatic native offerings.

Instead, we have the similar look but different font versions. The colored background versions. Some are just text ads with PAID CONTENT as the largest headline, not native at all. Others aren’t native but straight advertorials masquerading as actual content.

Taking Another Look at Native