Native Ads Technology

Anyone heard native advertising ? Is that possible to make a platform which able to dynamically put the sponsored content into any website. Like what this company doing…

The challenge is, it is unlike normal banner ads, placing the ad code on side, or top, then populate content, instead, the sponsored content is put with the actual content.
Example facebook sponsored ads.

How can put a content automatically in the content? As different website has different layout and design… Is that possible to do that??