Dive summary: 

• Previously reserved for smaller publishers like BuzzFeed, native advertising had become mainstream with nearly every publication participating in some way including big hitters like CNN, NBC, and the Wall Street Journal. 
• A common theme is each publication employing strict rules about clearly labeling what is sponsored content versus editorial content. 
• For some, like CNN, the native advertising means running sponsored content in stream, but not publishing full advertorials. 

From the article: 

"'Brands are 'very interested' in it, pointed out Ben Winkler, chief digital officer at Omnicom's OMD, and publishers 'undoubtedly' take a hit if they don’t get in the game. 'If a publisher doesn’t offer native advertising and our client only wants to buy native advertising, the publisher loses that buy,' Winkler said. In the short term, he added, there’s 'no question' that dollars are being lost."