Native advertising has come a long way since its inception. Initially, it was met with customer resistance and brand criticism, but many brands have since adopted native ads as a standard part of their strategies.
It is not surprising then that native advertising is estimated to grow 156 percent by 2020. This is perhaps due to a strong shift in consumer attitudes. In a recent study on reader experiences in native advertising, 86 percent of participants were in favor of it. However, the growth in mobile devices and apps, videos and social media has changed the native advertising game leaving many brands scrambling to adapt.