Native Advertising is cool, it sounds good, but what it is? Why Native? Right now all we are talking (and writing) about Native and at last IAB Seminar the boredom has pervaded the whole hall, even Montemagno has struggled to keep awake the first rows (except those rare moments with cool interventions out from the crowd). Why? Because it was just a challenge trying to explain "how you shove the content unexpectedly." But why? I think unfounded, everything can be translated with a simple concept, instead of complex verbal articulations. "Advertising bust balls" Is this discovery of 2015, of which you...