“Native Ads” is an emerging trend in digital advertising industry as well as video ads. The market size of native ads in the U.S. of 2017 is estimated as same as total amount of digital advertising spent in Japan. In spite of its buzz, no one can have seen “authentic” native ads in Japanese market, as seen in the rest of the world. While some still mislead “Native Ads” as “Stealth Marketing” or “New PR things” , the truth is that “Native Ads” is an ultimate weapon in the age of mobile and content. “Native Ads” is not just a new form of digital advertising as a replacement of display ads, but new type of engagement for advertisers, new revenue stream for publishers and, essentially, new concept of ads that doesn’t interrupt users’ experience. Two global market-leading native advertising platforms, a global publisher who has plentiful case studies and a Japanese publisher who makes ambitious trial in the field, are in one place to discuss why we should pay more attention to native ads and why we should do from the perspective of happiness among publishers, advertisers and users. Let’s join the session and understand the truth of native ads.