• by Gavin O'Malley , Staff Writer @mp_gavin, November 5, 2013

Putting content aside for a second, the experts have turned their attention to user experience here at OMMA Native. For native advertising to work, its delivery has to “replicate” how digital publishers deliver the rest of their content, according to Justin Choi, CEO of Nativo. “Readers don’t want to be whisked away to another site [after engaging a native ad] if they weren’t expecting that,” Choi told conference attendees on Tuesday afternoon. If marketers turn native ads into something that works like banner ads, Chio warned, consumers are going to ignore them just as adamantly as they do banners.