Almost three-quarters of U.S. online advertisement publishers are already offering some sort of native ad capability, according to a survey from the Online Publishers Association and Radar Research. Engagement is the most popular metric for defining the success of such ads with more than half of publishers using it, followed by 43% who rely on traffic numbers. Native ad spending on social sites is projected to reach $2.36 billion this year, according to a separate analysis from BIA/Kelsey.

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