embrace native advertising It is estimated that some 24% of people in the United States are now using adblockers to restrict the number of advertisements they see online. While the research is less definitive in Australia, anecdotal evidence suggests that a similar situation exists in this country. While technology has been developed, and is being […]

embrace native advertising It is estimated that some 24% of people in the United States are now using adblockers to restrict the number of advertisements they see online. While the research is less definitive in Australia, anecdotal evidence suggests that a similar situation exists in this country. While technology has been developed, and is being developed to counter adblockers, there is little doubt that they pose a real threat to the effectiveness of online advertising. This is perhaps the largest driver of the growth in ‘native advertising’ around the world. In 2016, native advertising expenditure in the United States was estimated to be $$7.9 billion. This number is expected to rise to $21 billion by 2018. Native advertising is ‘material in an online publication which resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product’. Similar to advertorial, but more sophisticated…