A brand has to generate trust and loyalty and this is facilitated by the user generated content (UGC) in native advertising. There can be polls on the social media or contests. Native ads should be kept short and sweet. It does not mean that the brands cannot put the message across. They do by using strong headlines and relevant content. Native advertising is designed specially for mobile traffic, say for Instagram and Snapchat. Even if the content cannot be read on the small screen, they are likely to click on it and get the full message. As far as possible, native advertising should be designed for the platform it is used on. Social media are great platforms for native ads but they are cluttered. Publishers make available live video, 360-degree videos and virtual reality (VR). Consumers can now experience the content. The content becomes more engaging. Display advertising is being replaced by native advertising. The New York Times and BuzzFeed are monetising exclusively through native advertising. There are FTC guidelines for native advertising. The IAB (Interactive Advertising Bureau) is working for the standardisation of native advertising practices. Standardisation is the foundation of programmatic buying and selling.