Native advertising is here to stay, no longer reserved for digital natives

Joshua Benton writes that it’s hard to find a major news company that isn’t looking to native as an important part of its business strategy. “Native advertising — which is fundamentally about brands, both the news organization’s and the advertiser’s — is seen as a place where publishers can still have something to offer,” writes Benton. “What journalists can do is push for clear labeling, shame those who fall short, and hope that the business sides of their outlets won’t turn their brands into a non-renewable resource.”

+ Native ads are moving beyond just brand awareness to directly driving sales or leads (Digiday); The New York Times will run 4 native ads on Mashable (Poynter)

+ Our report on understanding the rise of sponsored content and our topic page on the same subject, collecting the best links on native ads across the web