native ads now account for over half of all digital display expenditure in the us, according to a forecast from emarketer.in 2018, $32.9 billion will be allocated to native digital display ads in the us. that’s an increase of 31% compared to 2017. by 2019, the research company expects spending to reach $41.14, slowing growth slightly to 25.1%.native ads have enjoyed quite the success due to their seamless integration with a content page. the ads often match the form and feel of the content.this year, 58.3% of us digital display expenditure will be allocated to native placements, an increase of 54% from 2017.around three quarters of us native display ad spend now goes to social ads. however, that’s hardly surprising given that most social ads are native. overall, social ads account for a large share of display advertising.mobile is where it’s at for nativeover 90% of native display ad spend is now going toward mobile placements, driven by the improved mobile experience. in addition, many placements are now occurring on apps.at the same time, programmatic native display spending for non-social placements is slowly gaining ground. however, there’s much room for improvement and further innovation.