Marketers will continue to up their game in native advertising and branded content in 2017, realizing that connecting with consumers through content is frequently more effective than advertising.

There are six challenges for native advertising that you should be thinking about for 2017. For starters, creating good content, while obvious, is easier said than done. Tapping into the wisdom of editorial teams may be trickier but can reap rewards in terms of fresh, topical creative ideas and collaboration.

In a new study conducted on native advertising, 54% of respondents said they'd felt deceived by native advertising in the past, and 44% weren't able to correctly identify the sponsor of the native ad they read.

More than 20 Interactive Advertising Bureau (IAB) members offered native advertising predictions for 2017. The predictions come from members of the IAB's Native Advertising/Content Committee.