Unfortunately, understanding of what it really means is surprisingly low. People might understand that it’s akin to what was traditionally called advertorial, but few recognise the nuances of what is a surprisingly diverse medium.
At its core, native is about advertising that aligns itself stylistically with the content of its host publication: it's commercial content that is native to its editorial surroundings.
However, depending on those surroundings and on the context in which it appears, it can take many forms.
Source: The three main approaches to native advertising | Econsultancy
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