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Native ads take a huge hit in 2016


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New York Post – Some sobering news from the native advertising front, which many legacy publishers are looking to as a digital life raft.

Native ad renewal rates for 2016 were only 33 percent, according to Todd Krizelman, CEO of the ad-tracking firm MediaRadar.

Fully a fifth of the 1,000 publishers he tracked had renewal rates of less than 20 percent.

Native ads are sponsored content fashioned to look like editorial content.

It is not all bad news, though.

Quality native ads did better, Krizelman said, noting that top native advertisers have renewal rates of 60 percent to 80 percent.

The report also found that ad blocking has become a “diluted threat.”