Dive Brief: 

• In an effort to coincide with the FTC's "Blurred Lines: Advertising or Content?" workshop on native advertising, the Interactive Advertising Bureau is releasing a prospectus on the topic. 
• This will be the first time the industry has addressed any best practices for the $3 billion native advertising business. 
• IAB's suggestion is to forgo a one-size-fits-all approach in favor of sorting native ads into six categories: In-feed, search, promoted listings, recommended content, custom and native ads inserted into standard ad positions.

Dive Insight: 

While a standardized best practices will benefit readers and advertisers in the long run, discovering what will work for native ads will be an uphill battle. Even defining what a native ad is will be a struggle, but the six categories IAB has identified are certainly a step in the right direction.