1. Native Ads Make a Steady Climb
The vast ocean-like world of advertising is constantly in motion, and with the latest waves of change pounding the shore, print and programmatic have taken a beating. When we start to look at year over year numbers, print ads have dropped 8 percent, and more than 5,000 fewer advertisers purchased programmatic. It’s not “breaking news” that print ads have been in decline (as general print readership has fallen and moved over to digital), but the dip in programmatic spend may be surprising for some – since it seemed to be shaping up to be the prophesied savior of the advertising world. So, what’s happening? It looks like advertisers have decided to take a more cautious approach to programmatic. Their hesitation seems to reflect a broader concern for brand safety, integrity, and control – since advertisers have very little control of where their programmatic ads will end up on the Internet. But all is not lost for advertisers, while programmatic is cooling down, native ads are picking up the slack. Based on recent numbers, native ad buyers spiked 74% over the past year and demand for native ads has more than tripled since 2015.