We got the inclination in 2018 already, but now more and more advertisers and publishers will continue to diversify their formats and platforms when using Native Advertising. Native buying, particularly through programmatic channels will be big this year due to its combination of reach, quality, efficiency, and brand safety.
Social networks are still attractive, but bots and fake accounts blur the lines between real engagement and paid-for likes, having brand interaction predicated on fake results. Don’t put all your eggs in one basket is the motto this year. The use of non-social platforms for branding and performance will increase to be able to obtain the best and real results for brands and businesses.