Dive Brief: 

• According to a new report from eMarketer, native ad spending is predicted to hit $4.3 billion in 2015—a 34% jump from this year. 
• Top brands like Ford, Kimberly-Clark, General Electric, and Hewlett Packard all have plans to increase native advertising in the future. 
• Reservations are still coming from brands who want to scale the process—something that isn't conducive to native ad's foundation of blending into its publishers' surroundings. 

Dive Insight: 

Native advertising made a big splash from both those in the industry and the public it's aimed at this year. The dollars follow the industry's beliefs and knowledge, so eMarketer's predictions are telling of how native ads must be performing for brands. If predictions and trends hold, native advertising will not be a fringe idea much longer, and will instead be a mainstay of many marketing budgets in years to come.