Patrick Keane, president of Sharethrough says the renaissance of brand advertising will happen on mobile, and the ads will be native. Disclosure: Sharethrough is a native ad company. "I’ve seen two real innovations in advertising: The first was search, and the second is native. The next generation of mobile-first Web design is about feeds and streams, not columns, banners and boxes," he writes. "The user consumption paradigm on mobile is feeds, and advertising will need to follow this form — not banners, splash pages, pre-roll or other interruptive traditional IAB units."