Native Advertising - A form of paid media where the ad appears as a  natural part or function of the hosting platform.  The ad (articles, infographics, videos, you name it) is published as a part of the content of a published page and made to look like a piece of the published page.

Really good, ethical and responsible native advertising provides very valuable information or content that is very relevant to the content in which it is embedded, and does not intend to deceive readers but, instead, intends to offer up a valuable resource to the reader/consumer.  Of course, this is all relative, based on your perspective and interpretation of the content and the ad.

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