Marketers must-see! “Native advertising” should have been advertising a native?

While clicks on banner ad is decreasing, a method called “native ad” has become noteworthy.
For reasons it blends to web sites as a contents parts. So it can be more natural that users don’t feel discomfort.
However, from contents marketer’s point of view, would it be really effective?
If you use native ad strategically it will be rated higher.

http://contentmarketinglab.jp/trend-in-usa/native-advertising.html