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Native advertisements — ads that imitate the appearance of the surrounding content — have been a darling of the publishing industry for delivering high margins and explosive growth year after year. But that growth is slowing, according to a new report from research firm eMarketer.
Most of the slowdown is because of flagging growth of native advertising spending on social media platforms. While companies like Facebook continue to post rising revenue, marketers aren’t able to continue to increase the allocation of their digital advertising budgets for social media as much as they had been, said Nicole Perrin, a senior analyst at eMarketer.
U.S. TV networks surrendered more than $1 billion in advertising sales last year, according to a study that suggests large media companies are failing to capitalize on scandals at online competitors Facebook Inc. and YouTube.
U.S. TV ad spending fell 1.5 percent to $70.2 billion in 2017, according to the research firm eMarketer, which projects further declines in 2018 and 2019. Digital ad spending, meanwhile, will climb 19 percent this year to $107.3 billion, the company said.
On Tuesday, the first became last. The big US tech companies that have long led the market higher led it sharply downward. Facebook, Amazon, Apple, Netflix and Google — the so-called Faangs — as well as a handful of others all took a beating. On Wednesday morning, some of the shares kept falling, in a choppy market.
Markets do not need good reasons to fluctuate. Any analysis is a hostage to the next day’s trading. Still, the rise in these huge companies’ share prices was underwritten by widespread confidence in their future prospects. If that sentiment is beginning to change, that matters.
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