Read More: Randall Rothenberg. IAB, Native Advertising, Facebook, Ad-Tech, Advertising, Hbr, Google, Technology News
Unfortunately, for publishers and content aggregators, I do not see how native advertising, however you define it, will scale. Unless one of the major marketing platforms comes to rescue.
As widely reported (but mostly slept-through) the FTC issued guidelines on October 5th subjecting bloggers to endorsement and testimonial rules that are different from traditional media.