A new report from content marketing platform OneSpot and digital media consultancy firm 614 Group says that 22% of marketers believe native is where all online advertising is headed.The report, which is expected to be released Wednesday, comes from 487 U.S. marketing professions that 614 Group and OneSpot surveyed about content marketing in May and June 2014.Only 9% of respondents believe native advertising is a “fad soon to be forgotten,” while 69% believe it’s a valuable niche — but not necessarily a mainstream ad offering.When it comes to targeting, over half (56%) of content marketers are using basic demographic information when buying ads, and 24% are using behavioral targeting. Only 22% of marketers use third-party data sources.Interestingly, 20% of marketers are purely focused on traffic and clicks and don’t have any targeting approach when it comes to content marketing placement. In addition, only 15% of content marketing budgets go toward measurement and optimization. The majority of the content marketing budget is allocated toward creation (37%), a highly manual process.The same marketers are disappointed with their own efforts, though. The report says 47% are dissatisfied with their ability to distribute content to the right audience.