Dive Brief: 

• Forbes was an early adopter of native advertising and its 3-year-old BrandVoice offering is on track to make up 20% of overall ad revenue this year—possibly hitting 30% next year. 
• Digital advertising, including programmatic offerings, has surpassed print advertising for Forbes, now accounting for 53% of ad revenue. 
• Overall ad revenue for the publisher grew 27% this year through September. 

Dive Insight: 

Forbes received some criticism for its bold embrace of native advertising, but these statistics show it's clearly working to drive revenue for the publisher. Since it's still fairly new, the reader repercussions from BrandVoice may have yet to be seen. It's great to have advertisers behind you, but if readership starts to dwindle because of native ad practices, that support will dwindle, too. Forbes, however, seems to be packaging the native ads in a way that offers value to readers.