The U.S. digital display advertising marketplace continues to grow in both size and share of the digital display advertising.

Native ad budgets soared 50.1% in 2017 and became the dominant digital advertising format — albeit one that typically defies formatting by definition, according to eMarketer, which defines native as ads that “follow the form, feel and function of the content of the media on which they appear.”

Importantly, and tellingly, the medium of choice increasingly isn’t conventional content publishers, but social media networks. According to eMarketer’s just-released updated estimates, 73.5% of native advertising will appear on a social network, social network game, or social network app in 2018.