My presentation for the Jackson chapter of the American Advertising Federation on March 20th, 2014. As consumers continue to get inundated with banner ads, pre-roll video ads, pop-ups and other types of disruptive advertising, the easier it is for them to ignore a company's ads altogether. This wastes millions of dollars in advertising that consumers simply don't remember. Native advertising is a rising medium for businesses to reach the right consumers organically in the editorial feeds where they regularly consume content. These native ads feature a brand's content like articles, videos, photo and more in various forms like Twitter's Promoted Tweets, promoted videos on Forbes, BuzzFeed's Feature Partner content, sponsored articles on Mashable, Yelp's Sponsored Listings and others. It's important to understand this shift in consumer behavior, why it's effective for businesses, how it can be measured and to see examples of companies already using this new form of advertising well.