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.

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