Study: Native ads remain non-compliant for 37% of publishers

on March 01, 2017 in Native Advertising

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MarketingDive

Dive Brief:

  • Research from MediaRadar made available to Marketing Dive on thousands of native ads from 12,965 brands found that 37% of publisher websites were not compliant with Federal Trade Commission guidelines.
  • The FTC guidelines were released in December 2015 and at that time only 29% of publisher sites were compliant so while non-compliance is still high, the number of compliant websites increased 119% year-over-year.
  • The report also found that demand and adoption for native ads continues to rise with 610 new advertisers on average adopting the format each month. Advertisers are purchasing native ad units as part of digital packages rather than via standalone campaigns which drives better revenue for publishers, per Todd Krizelman, CEO and co-founder of MediaRadar.