Brands’ increasing efforts to reach the ad-skipping generation are majorly boosting native ads.

Brands’ increasing efforts to reach the ad-skipping generation are majorly boosting native ads. Native digital display ad spending will reach an estimated $22 billion this year, according to a new eMarketer analysis, a growth of 36.2% from 2016. The shift reflects an attempt to create “more engaging, less intrusive” brand messages. Over 80% of native display ad spending in the U.S. is designated to social channels (mainly Facebook), but the study estimates that social’s percentage will drop next year as non-social channels, like in-feed and sponsored content, continue to grow. (Fast Company)