A Framework For The $10B+ Native Advertising Market

Over the past ten years, publishers have continued to monetize their sites with banners and?pre-roll ads, and advertisers have continued to pump billions?into these formats, in spite of tanking performance and near-?universal disdain. While click-through rates on display ads started out at around 9% in 2000,?they now hover around 0.2% - which means 99.8% of banner ads are completely ignored.?Meanwhile, led by YouTube and Hulu, the pre-roll ad market is only shifting in one direction:?towards ?skippable prerolls,? not forced interruption. And preroll skip rates are only moving in?one direction (hint: when you give users the ability to skip annoying ads, they usually do).

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