Native advertising, branded content, sponsored content, paid programs, paid content, custom content, advertorials. Say one phrase, say them all. As Beth Egan, associate professor of advertising at Newhouse says, native advertising includes "everything but the kitchen sink." "A rose by any other name is native advertising," she says. "It's all a way of being transparent about the fact that somebody paid for that content presented in front of you." According to Sharethrough, a