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 study also found that the number of native ads will increase from about one million this year to more than two million next year.
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.