What are the benefits of native advertising for businesses?

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Native advertising is a friendlier form of advertising compared to banner advertising, because native advertising can be displayed according to the format on the platform or website layout, starting from text or fonts, images or videos. So native advertising will appear to visitors like content or not look like advertising in general. There are several types of native advertising that we can find out there, such as: Paid search ads, In-feed units, In-ad native, engine widgets, Custom ads, Promoted listings. So in your opinion, what are the benefits of native advertising for business?