Native advertising is big business, and it’s only going to grow. By billions and billions.

A recent study from BI Intelligencetbvxwqvqdqrqdrafwyrvtdqcrzqtbbcdf projects spending on native ads to reach $7.9 billion this year and grow to $21 billion in 2018.

In late 2013, the Interactive Advertising Bureau released its “Native Advertising Playbook,” aimed at serving as a “consistent framework” for for the discussion surrounding native advertising, which is constantly evolving.

At that time, native ad spending was only at $4.7, so that’s how much it’s on the rise. If your’e going to spend on it, you obviously need to think about how to make it effective. An infographic from Sharethrough and Column Five (via MarketingProfs) aims to help you in that department by taking a look at the science behind it.

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