Native advertising can fit into the overall user experience quite well when it respects the reader’s expectations. I don’t think the goal should be to make an advertisement completely indistinguishable from ordinary content. It should still be clear that it is promotional, while being useful enough to justify the reader’s attention. Programmatic technology helps with placement and targeting, but good judgment is still needed when deciding what kind of content belongs in a particular environment. A simple read more option, for instance, feels more natural when it follows information the reader has already shown interest in. Relevance, clarity, and good timing seem more important than simply reaching as many people as possible.
