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Since native became the hottest buzzword in advertising, digital marketers have struggled to agree on what it is, giving rise to an untold number of articles and panels devoted to the subject. Native is often used interchangeably with other, non-disruptive forms of advertising, like sponsored or branded content, and so while some would say native has been around for years in the form of newspaper and magazine advertorials—even fashion ads in glossies—others would define it more narrowly (cynically?) as advertising that closely resembles editorial.