• by Gavin O'Malley , Staff Writer @mp_gavin, December 10, 2013

Don’t be alarmed (!), but a green-eyed monster has been spotted in the vicinity of a native advertising panel at OMMA’s Search Insider Summit in Park City, Utah. Sure, native was all the rage in 2013, but, say panels, search was native before native was native! “Search was the first native format,” insists Jason Lehmbeck, Founder of DataPop, a startup with search roots that uses big data to deliver custom online ads.