You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Consumer Trust Still the Biggest Hurdle for Native Advertisers Media Companies, Marketers Have Their Work Cut Out for Them By Steve Rubel, Published on March 13, 2014 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.