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.