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Native advertising is currently a controversial topic in the digital world.

It's debatable whether the concept is new, or simply a re-packaging of what publishers have been doing for years.

With that in mind, it's useful to hear both sides of the argument to get a better understanding of the issue.

Here's a roundup of 10 articles that are either optimistic or skeptical about native advertising, what it means for advertisers, and how it changes the way consumers interact with display ads.

Optimistic

Skeptical