What you and I call native advertising, John Oliver once called "repurposed bovine waste." Whatever you choose to call it, it's on the rise and showing no signs of slowing. A recent eMarketer study pegged native advertising spend at $22.09 billion in 2017, an increase of 36.2% over the previous year.
Native advertising now represents 52.9% of all display ad spending in the U.S. Yes, those wonderful "You Will be Outraged When You Read These 19 Shocking Ad Agency Scandals, You Will Not Believe Number Five And Number Nine Will Make You Bark Before You Ever go to Cannes Again" headlines are now more than half of what we are forced to consume on a daily basis.
Making the whole clickbait debacle seem like something actual marketing professionals can honestly defend, eMarketer Principal Analyst Lauren Fisher said, “Growth of native digital display is being driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as by advertisers’ demands for more engaging, less intrusive ads.”
So yeah. Fewer ads. More crap.