Robert Weber is the co-founder and senior vice president of business development at_NativeX, the leading native advertising platform for mobile games. If you only know about native advertising as it’s described in most major media coverage (such as this recent Wall Street Journal report), you might assume the ad format is little more than ads that resemble Facebook updates, or sponsored articles attached to genuine editorial. Indeed, native ads were implicated in the recent strife at the venerable New York Times. There’s a rich irony to this narrow definition: The New York Times itself, along with every other major media...

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