There's little question that native advertising is an increasingly important tactical arrow in the marketing quiver. Its growth has been exponential: a recent Business Insider analysis pegged native advertising's majority share of total U.S. display ad revenue at 56 percent in 2016, and it's projected to rise to 74 percent by 2021.
Native ads — ad units that match surrounding editorial — can take several forms, including in-feed or paid search units, recommendation widgets, and even custom publishing, according to the Interactive Advertising Bureau (IAB). But because the concept is relatively new, blunders can creep in...