Need help? We are here

After reviewing pages 199-205, Section IV PowerPoints and John Olivers clip on native advertising, answer the following in about 500 words:

Native Advertising (Links to an external site.)
https://www.youtube.com/watch?v=E_F5GxCwizc&t=2s
How do you explain for the rise in native advertising?
Why is it so contested?
How will it change the landscape of competition for ad space?
What additional benefits will it provide brands seeking to boost their audiences?