Yahoo's in-stream native advertisements have largely been used by direct marketers such as lowermybills.com rather than the premium brands for which the ad units were designed.
http://www.smartbrief.com/09/30/13/direct-marketers-colonize-yahoos-native-ads
http://www.smartbrief.com/09/30/13/direct-marketers-colonize-yahoos-native-ads
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