Native advertising is predicted to make up 74 % of total US display ad revenue by 2021 , compared with 56 % in 2016 , according to a report by consumer electronics . The paper , based on historical data from the Interactive Advertising Bureau , PwC and IHS , said native display advertising , which included native ads in - feed and social native , would increase at a compound annual growth rate of 25 % to nearly $ 36bn , while social platforms would continue to dominate native ad spending , and sponsored content was set to be the fastest - growing native format , despite its higher cost of production .
Native advertising is predicted to make up 74% of total US display ad revenue by 2021, compared with 56% in 2016, according to a report by BI Intelligence. The paper, based on historical data from the Interactive Advertising Bureau, PwC and IHS, said native display ads, which included native ads in-feed and social native, would increase at a compound annual growth rate of 17% to pass $36bn, while social platforms would continue to dominate native ad spending, and sponsored content was set to be the fastest-growing native format, despite its higher cost of production.