Dive Brief:

• Yahoo has released data that shows that its native mobile ads receive three times the attention of non-native ones. 
• The report also showed that native ads received 2.6 times the CTR of mobile display ads. 
• Within native advertising, those that were more transparent—with prominent logos, for example—improved awareness, brand favorability, and purchase intent. 

Dive Insight: 

Yahoo has always expressed confidence in its native ads. Now it has the data to help back up those claims. Other publishers and media companies, such as Upworthy, have seen big results with native advertising as well. eMarketer has estimated the U.S. native ad market will be worth about $5 billion in 2017.