资料：Native ads - or ads that take on the look and feel of the content surrounding them - are taking over digital advertising.
By 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016, according to new BI Intelligence estimates based off historical data from the Interactive Advertising Bureau （IAB） and PwC, as well as IHS.
The rapid uptick in native's share of display ad revenue can largely be attributed to the dominance of social platforms like Facebook and Twitter — which were early champions of native and rely almost entirely on native formats — as well as the introduction of new programmatic technologies that are making it easier for publishers and advertisers to scale native campaigns.
In a new report from BI Intelligence, we breaks out native ads into three categories: social native, native-style display, and sponsored content （also referred to as premium native）. We provide（一审未录入） forecasts for how revenues from these formats will grow over the next five years and looks at what factors, in particular, are driving up spending on each of these ad units. As a note, because revenues from these three types of native content can overlap, we do not provide an overall native forecast. Finally, we lay out some of the challenges that face properties that rely on native ads, namely ad frequency and Scalability issues.
Here are some key takeaways from the report:
Native-display ads, including social native and native ads in-feed on publisher websites, will make up the bulk of native ad revenue from 2016-2021. Native display ad revenue in the US will rise at a five-year compound annual growth rate （CAGR） of 17% during this time period to eclipse $36 billion. The rise of native video ads, particularly on social platforms, will be one of the main drivers of this growth.
What is one of the main driver（s） to the growth of native display and revenue?
本题考查的是细节理解。
【关键词】main driver; growth of native display and revenue
【主题句】最后一个自然段The rise of native video ads, particularly on social platforms, will be one of the main drivers of this growth.原生视频广告的兴起，尤其是在社交平台上，将成为推动这一增长的主要动力之一。
【解析】本题的问题是“对于原生展示和收入增长的主要驱动因素之一是什么？”。选项A意为“复合年增长率的上升”；选项B意为“社交平台的兴起”；选项C意为“赞助内容的崛起”；选项D意为“出版商网站的崛起”。根据主题句可知，原生展示和收入增长的主要驱动因素之一是社交平台的出现，故选B。
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