Native Ads: Advertisers’ Obstacles and Publishers’ Benchmarks

Market demand is the biggest obstacle to increased business in native advertising, according to half of premium publishers recently surveyed by Polar. But, on the other side, high-level US marketers and agency advertising decision-makers surveyed by Purch say demand is growing, and they expect their native advertising spending to triple by 2015. Despite the enthusiastic outlook by these decision-makers, who spend at least $1 million on digital advertising, several challenges remain. (more…)