Native advertising: towards more effective online advertising?

The dominant model for online banner adverts is being called into question, due to its declining effectiveness. This is largely attributable to the rise in mobile usage, as well as the fact that internet users are avoiding or blocking the adverts displayed. Publishers have had to seek out new, sustainable approaches to reach today's consumers and readers. It is against this backdrop that internet giants such as Google, Facebook, Twitter and the largest news websites have decided to shake things up with native advertising tailored to their platforms, with the aim of respecting the user experience. Is native advertising ushering in a revolution in online advertising?