This year, native advertising is beginning to grow at a rapid rate against programmatic by 36%. Although non-social native advertising slides in at the biggest segment of digital advertising at 58%, native advertising isn’t far behind.
What makes native programmatic advertising such a win for advertisers is that it connects to the consumer in an innovative way (because it’s relevant advertising to them), and also allows for marketers and advertisers to place advertisements that seem intuitive to consumers.
So, how can agencies begin to capitalize on native advertising’s growing rate? triplelift suggests that teams need to have a specific goal in mind with converging and focusing on the walled gardens (social native) and the outside of the walled gardens (non-social native) into one cohesive native advertising channel.