As consumers are increasingly overwhelmed by advertising, a new form of marketing has thrived: branded content. Sometimes called native advertising or native content, branded content is marketing that feels native to the media in which it appears — brand-written articles and infographics on news sites, brand-produced videos and series on streaming platforms. The idea is that branded content breaks through the clutter and attracts attention that traditional advertising doesn't. According to the Interactive Advertising Bureau, native digital ad spend is expected to top $52 billion next year, up from a bit less than $17 billion in 2016.
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