Native advertising may be hard for the industry to ignore, given the success of companies such as Taboola. The company has raked in $100 million in annual revenue by enabling mainstream news outlets to publish native advertising directly. Despite critics who say the industry is moving too quickly into native advertising, Taboola CEO Adam Singolda says the company has a "long-term vision to build a search engine but in reverse, helping users discover content they may like and never knew about."

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