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The Advertising Revolution: How Native Ads Have Changed the Game



How Native Have Changed the Game

The Advertising Revolution

Sponsored by: Market One Media Group

Many decades ago, the world was much simpler for advertisers.

Buying a ½ page newspaper ad or a 30-second television spot reached thousands of people, and consumers weren’t oversaturated with ads.

Today, we are bombarded with over 5,000 brand exposures each day. Of those, 362 are advertisements with only 12 of them “making an impression” on us.

Here’s a breakdown of average exposure per day:

  • Average number of advertisement and brand exposures per day per person: 5,000+
  • Average number of “ads only” exposures per day: 362
  • Average number of “ads only” noted per day: 153
  • Average number of “ads only” that we have some awareness of per day: 86
  • Average number of “ads only” that made an impression (engagement): 12

With this oversaturation of the traditional ad market, the concept of “native ads” has emerged.

Native Ads

Native advertising is paid content that is created to fit the same format as a publisher’s organic content. In other words, it shows up to regular viewers as “sponsored” or “paid” posts in the same streams as regular content.

Native ad spending has exploded, and from 2013 to 2018, the industry is expected to quadruple in size.

There are compelling statistics for both the audience and advertisers on native ads:


  • 70% of individuals want to learn about products or content through content rather than traditional advertising.
  • 32% of consumers said, when given a choice, that they would rather share a native ad with friends and family vs 19% for banner ads.
  • 57% of publishers have a dedicated editorial team to create content readers will care about, leaving publishers in full control, not brands, which ultimately benefits readers.


  • People view native ads 53% more than banner ads.
  • Native advertising generates up to an 82% increase in brand lift.
  • Native ads that include rich media boost conversion rates by up to 60%.
  • Purchase intent is 53% higher with native ads (vs. 34%)
  • 49x higher clickthrough rate, 54% lower cost-per-click

New Media

Native ads are also being used by many of the “new media” and adtech companies that have had very successful fundraising rounds:

Latest raise: $250 million (2014)
Led by: A+E Networks
Valuation: $2.5 billion

Latest raise: $62.7 million (2015)
Valuation: $1.2 billion

Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $850 million

Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $1.5 billion

The Future of Native Advertising?

Right now 41% of brands use native advertising as part of their marketing mix, but the shift is only beginning. Here’s what experts think the future of native holds:

Tessa Gould, Director of Native Ads Products, The Huffington Post

“Next for native is being able to use other ad technologies to make native smarter. At the moment everyone is creating content and talking about social actions. But how do you go about retargeting the people who view the native ad elsewhere with banner ads and actually converting them into customers?”

Audra Martin, VP of Advertising, The Economist Group

“As publishers start to educate brands more and agencies more, the content will just get better. Then distribution, in terms of getting more sophisticated, not in terms of fooling readers but making it relevant to readers in the right place at the right time.”

Steve Edwards, Digital Sales Director, Hearst UK
“My main thing is about control. Native will continue to develop along the lines it has. Increasingly it’s about publishers taking control of the message and advertisers and brands coming along with us. Getting distribution right and getting measurement metrics right, how we actually measure success. How we can create work that is as good as the editorial that surrounds it. Take the logo off it, does it still work? That’s really interesting for us, and we’ve still got a way to get there.”

Sebastian Tomich, VP of Advertising, The New York Times
“Brands are jumping into native because they feel like they should be.”

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Ranked: America’s Best Universities

Evaluated on 19 different metrics, here’s the list of America’s best universities, led by 14 private schools.



Ranked: America’s Best Universities

The latest ranking of America’s best universities is here, perfectly timed for the approaching admissions season.

“Best” is of course subjective, and U.S. News and World Report has compiled 19 metrics on which they evaluated more than 400 national universities. Some of them include:

  • Graduation rates & performance: A four-year rolling average of the proportion of each entering class earning a bachelor’s degree in six years or less. Performance is measured against predictions made by the publishers, and when beaten, the university gains a higher scoring.
  • Peer assessment: A two-year weighted average of ratings from top academics—presidents, provosts and deans of admissions—on academic quality of peer institutions with which they are familiar.
  • Financial resources: The average per student spend on instruction, research, student services and related educational expenditures in the 2021 fiscal year.
  • Debt: A school’s average accumulated federal loan debt among borrowers only.
  • Pell graduation rates & performance: the same calculation as stated above, but focused only on Pell Grant students, adjusted to give more credit to schools with larger Pell student proportions.

The website’s methodology section details how they sourced their data, the weights assigned to each metric, and their changes over the years.

From the hundreds assessed come the nearly 50 best universities that offer a variety of undergraduate majors, post-graduate programs, emphasize research, or award professional practice doctorates.

Which are the Best Universities in America?

At the top of the list, Princeton University is the best university in the country, known for its physics, economics, and international relations departments. Notably, it’s a rare Ivy league university that does not have a law, medical, or business school.

Here’s the full ranking of America’s best universities, along with annual tuition requirements.

RankSchool NameStateTuition
1Princeton UniversityNew Jersey$59,710
Institute of
3Harvard UniversityMassachusetts$59,076
3Stanford UniversityCalifornia$62,484
5Yale UniversityConnecticut$64,700
6University of
7California Institute
of Technology
7Duke UniversityNorth Carolina$66,172
9Brown UniversityRhode Island$68,230
9Johns Hopkins
9Northwestern UniversityIllinois$65,997
12Columbia UniversityNew York$65,524
12Cornell UniversityNew York$66,014
12University of ChicagoIllinois$65,619
15University of
California, Berkeley
California$48,465 (out-state)
$15,891 (in-state)
15University of
California, LA
California$46,326 (out-state)
$13,752 (in-state)
17Rice UniversityTexas$58,128
18Dartmouth CollegeNew Hampshire$65,511
18Vanderbilt UniversityTennessee$63,946
20University of Notre DameIndiana$62,693
21University of
Michigan, Ann Arbor
Michigan$57,273 (out-state)
$17,786 (in-state)
22Georgetown UniversityWashington, DC$65,082
22University of North
Carolina at Chapel Hill
North Carolina$39,338 (out-state)
$8,998 (in-state)
24Carnegie Mellon UniversityPennsylvania$63,829
24Emory UniversityGeorgia$60,774
24University of VirginiaVirginia$58,950 (out-state)
$22,323 (in-state)
University, St. Louis
28University of
California, Davis
California$46,043 (out-state)
$15,266 (in-state)
28University of
California, San Diego
California$48,630 (out-state)
$16,056 (in-state)
28University of FloridaFlorida$28,658 (out-state)
$6,381 (in-state)
28University of
Southern California
32University of
Texas, Austin
Texas$41,070 (out-state)
$11,698 (in-state)
33Georgia Institute
of Technology
Georgia$32,876 (out-state)
$11,764 (in-state)
33University of
California, Irvine
California$47,759 (out-state)
$15,185 (in-state)
35New York UniversityNew York$60,438
35University of
California, Santa
California$45,658 (out-state)
$14,881 (in-state)
35University of Illinois
Illinois$36,068 (out-state)
$17,572 (in-state)
35University of
Wisconsin, Madison
Wisconsin$40,603 (out-state)
$11,205 (in-state)
39Boston CollegeMassachusetts$67,680
40Rutgers University,
New Brunswick
New Jersey$36,001 (out-state)
$17,239 (in-state)
40Tufts UniversityMassachusetts$67,844
40University of WashingtonWashington$41,997 (out-state)
$12,643 (in-state)
43Boston UniversityMassachusetts$65,168
43The Ohio State UniversityOhio$36,722 (out-state)
$12,485 (in-state)
43Purdue University,
Main Campus
Indiana$28,794 (out-state)
$9,992 (in-state)
46University of
Maryland, College
Maryland$40,306 (out-state)
$11,505 (in-state)
47Lehigh UniversityPennsylvania$62,180
47Texas A&M UniversityTexas$40,607 (out-state)
$12,413 (in-state)
47University of GeorgiaGeorgia$30,220 (out-state)
$11,180 (in-state)
47University of RochesterNew York$64,384
47Virginia TechVirginia$36,090 (out-state)
$15,478 (in-state)
47Wake Forest UniversityNorth Carolina$64,758
53Case Western
Reserve University
53Florida State UniversityFlorida$21,683 (out-state)
$6,517 (in-state)
53Northeastern UniversityMassachusetts$63,141
53University of
Minnesota, Twin
Minnesota$36,402 (out-state)
$16,488 (in-state)
53William & MaryVirginia$48,841 (out-state)
$25,041 (in-state)

MIT places second, and Harvard and Stanford tie for third. Yale rounds out the top five.

Private universities, including seven Ivy League colleges, dominate the top of the rankings. Meanwhile, the highest-ranked public schools are tied at 15th, both state schools in California.

For affordability, since the higher ranks are populated by private universities, there tends to be a broad correlation of better universities being more expensive. That said, the most expensive school in the top 50 ranks is actually the University of Southern California, tied at 28th, for $68,237/year.

As it happens, also tied at 28th, the University of Florida is the most affordable public school for in-state students ($6,381/year) and Florida State University tied at 53rd, is the most affordable for out-of-staters at $21,683/year.

However these costs are tuition-only, and don’t account for other necessary expenses: accommodation, food, and textbooks.

Best University versus Best “Fit”

Finding the best university for prospective students is more than just perusing a long ranking list.

Aside from the numerous schools present within each university—which can often be the best for specific majors—factors like location, proximity to family, campus culture, the non-academic pursuits (sports, extracurriculars, internships) are also taken into consideration.

In fact, research has found that just attaining a university degree improves future earnings potential and employability.

Furthermore, individual engagement at college (irrespective of the rank of the school in question) plays a far bigger role in learning and general well-being than simply attending a highly-ranked school.

However, for low income and minority students, attending a top-ranked school does improve future earnings considerably. For women, it also often results in delaying marriage and kids, which results in more work-hours and as a result, more pay.

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