Why native advertising won’t suffer the fate of banner ads by Adam Lipman

In recent months, native advertising has been framed in the media as a sort of higher ground for advertisers who are abandoning the sinking ship of display. In our experience, native ads produce click-through rates close to that of editorial content, whereas research shows you’re more likely to complete Navy Seal training, summit Mount Everest, or survive a plane crash than click a banner ad. So if the choice is between display advertising and native, right now it’s an easy one.