Back in 2015, DFP first announced the availability of native ads for mobile apps. This was aimed at creating a better user experience by giving app publishers an alternative to prestitial and interstitial ads—both disliked and disruptive formats that don’t meet the Initial Better Ad Standards. Context is incredibly important on mobile, and that’s why over the next few weeks we’re rolling out our native ad solution for apps to DoubleClick for Publishers clients globally. With native ads in DFP, publishers can maintain a beautiful user experience in their apps while providing brands an opportunity to reach their audience on mobile. Just a few months later, DFP revealed that they were beta testing programmatic native ads with eBay, an experiment that led to a 3.6x increase in ad engagement for eBay on average, with some campaigns delivering click-through rates up to 5%. Native has only grown since 2015, and according to eMarketer, now accounts for more than 50% of all digital display spend. “Growth of native digital display is being driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as by advertisers’ demands for more engaging, less intrusive ads,” says Lauren Fisher, principal analyst and author of the…
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