In the last decade, an oversaturation with ads has become a global trend in the digital market, making it necessary for advertisers and brands to find new channels to place ads. At the same time, the users want to avoid them, especially banners, thus the usage of ad blockers is growing. The main topic of this paper are the questions whether native advertising is the answer to this issue and how to approach it, as well as defining native advertising and its impact on end users, and whether it offers quality content to satisfy their needs. Native advertising is amongst the most important solutions in digital media globally and represents one of the most profitable forms of digital advertising in the media industry. Although it has appeared only recently in digital media, its structure has been developing over the last almost 100 years. The challenges with native advertising are faced by both sides. On the one hand, the advertisers face the challenges such as explaining propositions of native ad strategies and making an argument for and encouraging the real story. On the other hand, the media industry itself is facing challenges that include determining the price range of the native ad and education of the sales team. Additionally, the readers themselves pose a threat to native advertising—and the media recognize the importance of trust between the readers and themselves. Advertisers have begun increasing budgets for native advertising and several years later, many global—and Croatian—brands now use native advertising as a communication channel. The media industry must realize and accept that native advertising has become a long-term solution and that it has to deliver real business results. The key is to develop measuring tools and avoid unmarked content, while providing the readers with relevant stories and added value.