Native advertising has exploded over the internet in recent years. But for many consumers, figuring out what’s been paid for and what’s strictly editorial can be confusing. Nathaniel Evans, who studies the phenomenon, explains to Canvas8 why people often don’t recognise sponsored content.

Whether it's a news story or an episode of a TV series, people are increasingly watching video content on their smartphones and tablets. It's this shift in viewing habits that is at the heart of why Verizon has acquired AOL for $4.4 billion in order to advance its advertising capabilities.

In a splintered media landscape – where we’re flitting from device to device, bombarded by 360 ads a day – Out of Home advertising remains a constant. After all, you can’t skip a billboard. But that doesn’t mean people like them, either. So what does the future hold for the billboard?

Advert-blocking browser plugins are growing at a rate of nearly 70% year-on-year. The most popular, AdBlocker, reached 150 million users in June 2014. And if people really are more likely to climb Mount Everest than click a banner ad, what is next for online advertising?