This paper summarizes the essential theoretical elements of native advertising and explores the adaptation of it. The work itself consists of two parts. The first part analyzes the available data on native advertising, its behavior in the online infrastructure and gives a clear insight into how natural advertising fits into the context of the advertising industry in Croatia. The author of this text draws on theoretical frameworks that outline the basics of marketing, advertising history, and answers the question of what native advertising is. It also explains the interesting facts and presents the findings of research related to native advertising, all supported by examples of international and domestic campaigns. The second part of the paper presents the results of a research conducted to test understanding of native advertising in the Croatian advertising and media markets, as well as how the affirmation of this new form of advertising has passed. The results of five in-depth interviews conducted with experts from the Croatian advertising scene on understanding native advertising as a new form of the market. According to the results of the research, it is concluded that this new version of marketing advertising still respects the status of novelty, and that according to all the above, the Croatian market still needs time to gain an understanding of the topic, both by professionals and the public. Also, it is concluded that the long-term trust of the media and the brand towards their consumers is needed, but also that transparency and non-intrusiveness in native advertising can lead to excellent results and positive reactions of the public.