74% Of US Display Ad Revenue To Be From Native By 2021

A new report from BI Intelligence has estimated that by 2021, 74% of all US display ad revenue will come from native ads. Currently at a 56% share, the revenue from native advertising is beginning to dominate the market due to the rise of social media platforms such as Facebook and Twitter, both of whom have supported the format for some time. The spend on the format, which currently sits at 16.8 billion US dollars per year in the United States, is expected to rise steadily by around 13 billion US dollars each year. The report also reveals that sponsored content is expected to be the fastest growing native format over the same period, but due to high costs in producing the ads, the format will be limited.