Native outstream video is an ad format that can help strengthen engagement with consumers, and more brands are taking advantage of it. What makes the format different, and what are best practices for incorporating it into campaigns?
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.