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Really great article Erin. Excited to see the conversation about native really taking off, as it's quite clearly the future of online advertising and will benefit all involved parties -- brands, publishers and consumers. An important thing to note is that there are companies focused on building products to help native ads scale, as we are doing at Sharethrough. While "closed" native advertising systems, like Facebook, Twitter and Tumblr, do not scale beyond their platforms, there is a category of "Open Native" platforms that are being developed for the exact purpose of scaling native ads across the web. We recently wrote a post for Pando (complete with an animated GIF section) about Open and Closed native platforms in relation to video advertising, which goes a little deeper on the subject:

2 years, 6 months ago on Native Advertising Will Save Us All. Maybe.