As more advertisers turn to native advertising and branded content and publishers are racing as fast as they can to meet their needs, eMarketer projects native digital display ad spending in the U.S. to grow 36.2% this year, to reach $22.09 billion. Native digital display ads are expected to comprise more than half of all digital display ad spending in the U.S. this year, according to the digital research firm's first forecast on native ad spending.
It's been well over a year since the Federal Trade Commission (FTC) offered guidance on native advertising. But since then, it settled a big case with the retailer Lord & Taylor in 2016. So what's next, more settlements? Attorney Adam Solomon weighs in.
A new study finds that nearly 40% of publishers don't comply with native advertising guidelines set forth by the Federal Trade Commission (FTC). The study examined native ad trends in 2016 and analyzed thousands of unique native ads from nearly 13,000 brands over the course of 2016.
Native ad platform companies Bidtellect and TripleLift said they're entering a partnership that will bring advanced programmatic capabilities to native advertising. The goal is to connect high-quality native inventory-supply from TripleLift's platform and exchange-with native demand from Bidtellect's native demand-side platform (DSP). And, to help publishers achieve higher yield and more relevant ads on their sites.
One knock on native advertising is the lack of standard measurement tools. A panel-based approach is one way to measure native ad campaign effectiveness.
A new report about native advertising suggests that native video is growing fast. In fact, between October 2016 and December 2016 the use of native video grew 3.75x, according to Bidtellect, which looked at the video run-rate on its platform.
Programmatic native is becoming an increasingly important way for advertisers to achieve scale. Of course "native" means different things to different people, and when you combine it with "programmatic," it becomes a maelstrom.
Entertainment powerhouse 'Variety' is turning up the volume on branded content. CMO Dea Lawrence says some of that content can go through programmatic pipes, while some is better suited for other forms of distribution.
Native advertising and content marketing will become more effective than advertising in 2017, while optimizing landing pages will become a new focus as well.
This year, programmatic capabilities will come to native advertising, according to Dan Greenberg, co-founder and CEO, of Sharethrough, a provider of native advertising software for publishers. Greenberg maintains that buying techniques will begin to mature and have a creative impact on native advertising.