Dive Brief: 

• Some in the industry have been worried that native ads will kill the banner ad, but according to a new report from eMarketer, native advertising is actually spurring more display ad growth. 
• Publishers are enticing advertisers with native ad options and then up-selling the advertisers add-ons that include display ads, video, and live-event sponsorship. 
• Supporting the research is the prediction from Forbes that 30% of its revenue would come from bundled ad packages, including its "Branded Voices" native product. 

Dive Insight: 

This news should come as a relief to publishers who were worried that native advertising would kill display ads — and, potentially, their premium ad products. What's happening instead is that native ads are becoming a valuable product in publishers' arsenals. For some advertisers, native is now the hook that draws them in.