Dive Brief: 

• Native advertising is undergoing a makeover from many publishers to bring direct response value. 
• Increasingly, brand advertisers are demanding to see a direct sales value of native ads, through the generation of sales and leads. 
• Publishers are catering to this demand — Mashable has been running a New York Times native ad meant to drive subscription rates with prominently places "subscribe" button for example.

Dive Insight: 

Native ads are no longer the experimental avenue they used to be. Now that it's been established that the native ads can increase CPM, advertisers are looking for more from their investment. It shouldn't be a huge stretch to incorporate elements — like a subscribe button — into original created sponsored content. For that reason, this trend is likely to continue.