Article by Blake Droesch for eMarketer

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In-stream will remain hugely popular with advertisers

 

We forecast that native video will make up 38.1% of US digital video ad spending in 2019, but it won’t take a much larger share in the near future.

For the first time, we have broken out video in our estimates of US native digital display ad spending. It’s growing roughly in line with the video ad market as a whole, and we expect advertisers to spend 38.7% of their US digital video ad budgets on native formats in 2020.

 

But looking at the broader digital display picture (which includes video), native has grown to a much larger share of ad spend at a faster rate >>> READ MORE