Advertising has been an integral part of sales since time immemorial. Along with the market, advertising has evolved into the one we know today. However, the appearance and development of new technologies and markets, the increasing popularity of digital advertising and mobile devices have posed great challenges for advertisers. Also, with the increasing number of ads coming to us from all sides people became less sensitive to ads. People find ads annoying and most often try to avoid them. Given these challenges, advertisers and publishers have had to find a more creative solution to reach their target audience. Thus, in response to their problems, native advertising emerged. A native ad is an ad embedded in the content of journalistic text. As such, it is not intrusive and is perceived more positively by users, and thus generates more revenue for publishers and advertisers. As a term, it is mostly located somewhere between marketing, public relations and journalism. The main goal of native advertising is not to sell, but to create an atmosphere that will result in sales. But with its many advantages, it also has its drawbacks, such as misleading readers and imposing topics and writing styles on journalists. This is why many authors have tried to predict the future of native advertising. While some think that not only will it survive in the market but also develop and become even better, others think that certain new forms will surely "push" it out and native advertising will become a thing of the past.