Native advertising is a contested space, and many believe that young consumers are unhappy—if not hostile—when branded content enters their social or entertainment spaces.

Native advertising is a contested space, and many believe that young consumers are unhappy—if not hostile—when branded content enters their social or entertainment spaces. But a growing number of sites say that assumption is just not true. Upworthy began running “promoted posts” created by brands and packaged as content three months ago. The site now says those branded posts get more reads, and earn three times as many social shares, than non-promoted content. (AdAge)