The gap between display and native ad spending will increase by 2017, though spending on both categories will increase, according to BIA/Kelsey data. Almost half of marketers say native ads are more effective than standard ads, 3% say they're less effective and a third say it's too soon to know, a survey found. "Whatever the unknowns surrounding native advertising, there seems to be no question that its role in the digital advertising ecosystem will only get bigger," eMarketer notes.
Marketers are going native, though concerns remain
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