Dive Brief: 

• Yahoo is presenting its "Stream Ads" as native ad options, but brands and agencies aren't quite convinced. 
• Many in the industry have dismissed the ads as an attempt for Yahoo, always a bit behind in recent years, to jump on the native ads bandwagon. 
• Most of the ads have been purchased by direct-response buyers rather than big name brands. A look at the page reveals Stream Ads leading to sign up pages or lead generation forms rather than real content. 

Dive Insight: 

The lesson to be learned here is that just because a publisher changes the look of an ad to match their editorial content does not mean it can be classified as a "native ad." The backlash from the industry is a bit warranted. Stream ads have been performing well as a direct-response tool, so it might be wise for Yahoo to describe the ads for what they are, rather than try to slap a loosely-defined, more pleasant label on them.