Native ad spend surpasses growth expectations, latecomers benefiting from best practices

With native ad spend increasing by a whopping 600% from 2014 to 2016, and expected to reach $28bn by 2018, benchmark results from a recent study show that early adopters like automotive and B2B tech have had a rocky relationship with native ads. With these early adopters - which also include industries like entertainment, tech B2C, finance and insurance - adopting native advertising in 2014, their industries have seen a 20% decline in ad spend — from 57% in 2014 to 37% in 2016. n