My latest column for FastCompany (April 2014 issue) is up on the magazine’s website, where in argue that despite claims from high-velocity publishers like BuzzFeed, the whole native advertising model will work only for big social media platforms such as Facebook, Instagram, Tumblr, Pinterest and definitely for Twitter. The native advertising has emerged as a reaction to the lack of engagement of readers with traditional content and traditional advertising models, as argued by ChartBeat CEO Tony Halle in this guest piece for Time magazine. I outline my reasons as to why “native” will become no different than a banner and folks are going to develop a blind eye soon enough. Anyway read the whole thing if you have a few minutes.