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Published: July 26, 2016
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Native advertising, particularly in-feed video, is gaining traction as a way for media companies to monetize digital content. However, the initial success of this ad format belies tensions between publishers and social media companies, and concerns about blurred lines between editorial and paid content.
"US native display ad spending will surpass traditional display spending this year and will grow at double-digit rates for several years. By 2021, native ad spending will more than double to reach $36.3 billion."
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US Native* vs. Traditional Digital Display Ad Spending, 2016-2021 (billions, % change and % of total)
Preferred Type of Ad Used by Publishers According to US Millennial Internet Users, Q4 2015 (% of respondents)
Primary Source of News Content Among US Internet Users, 2012-2015 (% of respondents)
Channels Used to Distribute Branded Video Content According to US Publishers, Aug 2015 (% of respondents)
Native Share of Mobile Display Ad Revenues Worldwide, 2012-2020 (% of total)
Mobile Display Ad Revenues in North America, by In-App and Native Format, 2015-2020 (billions)
US Ad Blocking Users and Penetration, by Device, 2014-2017
Internet Users in Select Countries Who Use Ad Blockers, by Age, Feb 2016 (% of respondents in each group)
Average Time Spent per Day with Mobile Internet Among US Smartphone and Tablet Users, In-App vs. Mobile Web, 2012-2018 (hrs:mins)
Tactics that US Website Professionals Are Likely to Use to Address Ad Blocking, Jan 2016 (% of respondents)
Types of Video Ads that Are Most Intrusive According to US Ad Blocking Software Users, by Device, Nov 2015 (% of respondents)
Viewability Rate for Native Ads Worldwide, by Device, Q1 2015-Q1 2016 (among impressions served on the Polar platform)
Viewability Rate for Digital Video Ads Worldwide*, by Ad Length and Purchase Method, Q1 2016 (among impressions served by Extreme Reach)
Brand Lift Metric Growth for Autostart vs. User-Initiated Native Video Ads Served to US Internet Users, Oct 2015 (% change)
Primary Way in Which Native Ads Are Labeled on US Consumer Websites, 2015 (among ads tracked by MediaRadar)
US Internet Users Who Have Felt Deceived Upon Realizing that an Article or Video Was Sponsored Content, July 2015 (% of respondents)
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