Adstats: Native advertising
Native advertising - an ad that matches the form and function of the platform on which it appears - is expected to be a $36bn market in the US by 2021, compared to the $17bn spent in 2016. Of the native ads measured, the majority (55%) are labelled as 'sponsored', 18% are labelled as 'promoted', while 7.5% are not labelled at all. Click-through rates vary between markets and publisher verticals; however, they are uniformly under 1%. Over three-quarters of publishers surveyed state that online articles are the most effective form of native content published, followed by printed...