In the US, native advertising makes up more than half of all digital display spending, with spend to increase 31 over 2017. Nicole Perrin of eMarketer published her report US Native Digital Display Advertising Forecast this week and included commentary on the native landscape by Lewis Rothkopf, our general manager of media and growth channels. Here is what he had to say.
“It is relatively easy to execute sponsored links in the native programmatic context. It’s relatively easy to cross-pollinate different article pages with other stories you might find interesting,” said Lewis Rothkopf, general manager of media and growth channels at programmatic tech provider MediaMath. “It’s relatively hard to execute native interactive formats across the programmatic supply landscape, but there are companies that are doing it. It just requires quite a bit more innovation in how you take something that is bespoke-feeling and bespoke-looking and be able to address it just like any other addressable media. But there’s no question in my mind that that is where the future is.”