As we bid adieu to 2015, it's only fitting for the Native Insider to call out a few of the best native campaigns of 2015. Whether you abhor the word "native" and prefer to call it "branded content," "sponsored content" or "brand journalism," here are some highlights. See if you agree.

Last week the Mobile Marketing Association (MMA) released its "Guidance Report on Mobile Native Advertising." At the close of the year, the report comes as native formats seem to be more popular than. ever. And yet publishers are still wrestling with ad formats, creative, labeling, measurement and best practices. In issuing guidelines, the MMA put a stake in the ground to clarify some of the confusion over native advertising standards. But does the guidance go far enough?

MasterCard's partnership with Skift delivers useful, engaging content on the future of cities, and is a foundation for more ideas.

Native advertising has gotten a bad rap - and perhaps for good reason. First, people complained it wasn't labeled well enough on publishers' sites and looked quite like editorial content. That's a no-no. Then there was the issue of measuring the ROI on native. What ARE the KPIs? Each marketer/publisher seems to have different ones.

Mashable took native in a new direction this week when it launched a native ad campaign combined with ecommerce. Teaming up with Visa for an exclusive partnership, Mashable broke the ad and launched its Mashable Shop on its site on Cyber Monday.