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If you're having trouble seeing past the glare emanating from some of your favorite Web sites these days, it might be the "new" shiny monetization method that carries one of the following labels: native advertising, custom content, sponsored content, branded content, content marketing or perhaps the very latest: collaborative content. While there are varying definitions of each, the underlying thesis beneath them all is that Web readers, viewers and social-network users are more likely to respond positively to marketing tactics that don't look like advertising and instead take the form of the rest of the content on the Web site or platform.
