Dive summary: 

• Like many other publications, the New Yorker has begun running native ads, but unlike many of its predecessors, there has been little public notice or response that one of the nation's most prestigious publications has gone native. 
• The content is labeled "Sponsor Content" in an orange box next to a white box that reads "What's this?"; when clicked, the white box explains the content "is created by, or on behalf of, our advertising partners and not by the New Yorker’s editorial staff.” 
• Some industry insiders worry the New Yorker will dilute its value by running native ads that are too similar to their original content, but the New Yorker so far seems to be doing just that—and it's working. 

From the article:

"Sponsored content is being created by the New Yorker’s business side of the house. For example, in August, the publication ran a native ad from IBM about five steps to building a better cloud written by Frank De Gilio, an IBM  engineer and the chief cloud architect for IBM Systems and Technology Group."