Native advertising
Paid content designed to match the form and feel of the platform it runs on - sponsored articles, in-feed promoted posts, branded video that reads like editorial. It borrows the host's attention patterns; disclosure rules exist because that is exactly what it does.
Where it's used
Used for sponsored articles, in-feed posts and publisher partnerships. Good when a story needs more room than an ad, as long as it is honest about who paid.
Example
An article about women in prison
Netflix and The New York TimesTo promote Orange Is the New Black in 2014, Netflix paid for a substantial New York Times piece on female inmates, made by the paper's brand studio and labelled as paid. It was reported like journalism, and it stood up on its own. That is native at its best, and also the reason that the label has to stay visible.