The big question, what is the difference between native advertising and banner ads?
Native advertising is an evolution of the banner ad, as the internet has changed to feeds of information and news, ads to get attention have had to change.
i.e. think about how Facebook organizes stories for you.
This has changed how we browse the internet, we tend to go to a destination, then open lots of links from there. On the measurement side this has meant metrics have had to change and be updated for the modern web (that’s what Nudge has done).
Banner ads were established as an easy way to get a consistent message across multiple websites at once. But over time people tended to skip over them, developing ad blindness. As this happened, ads became more and more disruptive trying to get attention.
Native advertising was developed to combat both of these, to provide ads that were less intrusive, and could fit in feeds.
The most prominent format you will be familiar with is Facebook promoted posts, they are native to the Facebook experience and are right in the middle of where you pay attention.
The adoption of daily mobile usage is only fueled this trend, with limited screen real estate available, native is able to slot in and work with the user experience or a content feed.