As the industry evolves, native advertising is becoming a core component of digital advertising.
Publishers are leveraging this format because of its ability to match the form and function of an editorial or product experience.
For consumers, native ads provide less disruptive and more engaging advertising. For advertisers, there is a new way to communicate marketing messages more naturally. As digital consumption continues to increase and evolve, so will the opportunity for native advertising.
The next generation of digital experiences will be much more visual, feed-driven and personalised, and native ads will evolve in a similar way.
As an industry, it is important that we nurture this opportunity and do not to stifle the growth of native advertising by too narrowly defining the space. Native comes in many types, ranging from search advertising (the earliest form of native), to in-stream ads to in-game native formats and beyond.