Among US media buyers polled by TripleLift and Digital Media Review (DMR) in May 2014, 73% employed native advertising. Usage should be even more impressive in the coming years; 67% planned to increase native ad efforts in the future, while just 7% said they would decrease native ad buying.
Publishers should have a clear understanding of their audience when looking to sell native ad space to buyers. TripleLift and DMR found that audience was the top priority for media buyers when evaluating where to run native ad campaigns, cited by 70%. Content followed, at 24%, while placement wasn’t all that important (6%). Read the rest at eMarketer.