The next generation of mobile-first Web design is about feeds and streams, not columns, banners and boxes. The user consumption paradigm on mobile is feeds, and advertising will need to follow this form — not banners, splash pages, pre-roll or other interruptive traditional IAB units. Here is a simple native advertising definition: Native is a form of display advertising but one built around brand content and user choice, where the visual design and user experience is defined by the page itself, not the advertiser. - Tom Himpe