It is the last day of Advertising Week Europe tomorrow - and I will be chairing a panel around native advertising.

Having endured the likes of James Corden and Idris Elba as poor warm-up acts, you will finally get to see me in the flesh on (JUST!) the third last panel of the week.

It will doubtless be a mind-blowing experience that will ultimately change your professional and personal lives. At the same time.

The panel will focus on the concept of "native" advertising - a new advertising channel that is close to my own heart (see assorted tweets over past twelve months on the subject).

"Native Advertising: A Win Win for Advertisers and Publishers?" will include the following buy and sell side luminaries:

- Mike Harty COO & Co-Founder, POWERLINKS MEIDA
- Danny Hopwood Head of Platform EMEA , VIVAKI
- Sandip Ray Commercial Product and Operations Director, HAYMARKET MEDIA GROUP
- Paul Silver Global Strategy Director, MEDIA IQ

What will we discuss on the day? Well, native is quite a broad topic but we will try to cover all the key areas during the forty minute discussion. The main areas of debate will include:

- The definition of native
- Whether or not native is just advertorial?
- How scalable is it, and can it appeal to the new masters of digital spend, aka the Trading Desks?
- Is it an attempt by publishers to halt the downward pricing pressure on CPMs from programmatic, effectively a ring fencing of spend?
- What are the metrics for native? Do we need to standardise for scaled buys?
- Can native help premium publishers break the duopoly (Facebook, Google) in the mobile ad business?

The discussion will kick off at 3.30pm on the Studio A stage at Bafta. I am expecting to see you there.