People only see content within their thumbnail sized focus area. Everything else in the peripheral becomes shapes of color and texture. Users are ingrained with the habit of quickly scanning a device for content in spare chunks of time. They have five minutes before the next meeting, possibly 30 seconds before the hold music stops, or three minutes before the Lean Cuisine is out of the lunchroom microwave with a need to satisfy the FOMO (Fear of Missing Out) ingrained in our psyche. It’s through these habits that users have evolved to only see what provides relevant content. Native advertising is not about strategic ad placement within news stories. It’s about being intrinsic to the user expectations while they are seeking relevant and interesting content.