Publishers are about to hit a wall with native ads

The native ad gold rush seemed to show no sign of slowing last year, as publishers continue to see the format as a panacea to low CPM banner ads. According to MediaRadar, the number of native advertisers jumped 136 percent in the first 11 months of last year. The rise of ad blocking, mobile and ROI pressures will make it harder for publishers to grow native in the future, though. “The buzz is dying down,” Edelman’s Steve Rubel said.