"Native advertising spend is expected to reach $85.5 billion by 2020, double the current level. Indeed, the growth of digital advertising as a whole has doubled in size over the past 5 years according to IAB Europe’s AdEx Benchmark 2017 Report. This incredible rise is in part due formats being available programmatically. Various ad networks have launched their programmatic native capabilities and it makes sense: native, one aspect of content-based advertising, is the default format on most social media feeds, where a full third of online time is spent. This has been further supported by the IAB Tech Lab Open RTB Native Ads Specification released in 2016.
This white paper seeks to provide insight into the status of programmatic native advertising in Europe and deliver guidance on key strategic and implementation considerations. It explores the challenges that advertisers, agencies and publishers are facing and how transparency and control are just as important for native buyers and sellers as they are for any other format traded programmatically."