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Native advertising has earned a ton of industry buzz: 72 percent of publishers are currently offering native ads or are planning to within the next several years. It’s easy to see why. According to research Yahoo recently conducted, more than 60 percent of consumers have a favorable view of native ads. (Disclosure: Yahoo is my employer.
In 2014, we saw greater emphasis placed on automation and data-driven ad buying than ever before. Spend on audience targeting solutions is expected to grow to nearly $17 billion by 2017, which will equal 83 percent of the total U.S. digital display spend, according to Magna Global. Audience buys are an important piece of any marketing strategy — with so much content and nois ...