Why do we need to group everything—from search to content marketing--under the umbrella of “native” ? It comes down to standardization, according to Andrea Wolinetz,, managing director of connected platforms of PHD Media. Its part of the ongoing effort to establish standard formats and practices in digital advertising because the medium is held to a higher standard for reporting and performance. But it becomes especially confusing when “native” cuts across existing formats. The IAB has taken a stab at bringing more clarity to the subject with its Native Advertisng Playbook, highlighting six basic types of native ads.