Let’s be honest. Most products that call themselves native ads don’t live up to their expectations. Any time a new technology becomes the victim of hype, its expectations become unreasonable and its downsides are underplayed. Native advertising is a type of online advertising that matches the form and function of the platform on which it appears. For example, an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff.