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ADWeek - IAB Summit shows a deep industry divide on native ads. What's your take on nativ...

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IAB Summit shows a deep industry divide on native ads. What's your take on native advertising:
1) It's the future and I love it.
2) Hey, whatever works. What's the big deal?
3) They're the worst. How dare publishers.
http://adweek.it/13pNu0k