July 2016 | 49-Page Whitepaper

Polar examined 65 of our partner websites, containing 137 native ad placements and 67 unique styles within to present a comprehensive look at home publishers approach disclosure in branded content and native placements. With this research we can confidently present an industry first look at The State of Native Disclosure.

Key findings for publishers:

  • State of FTC Guidelines
  • Anatomy of Native Ads
  • Disclosure Term Analysis
  • Number of Disclosure Terms
  • Native Format Design Elements

Business of Branded Content-Image


June 2016 | 22-Page Whitepaper

The Business of Branded Content showcases fresh perspectives on the challenges and opportunities publishers now face. Surveying publishers across several verticals and geographies, this report provides a robust examination of the business side of branded content.

Key findings for publishers:

  • Sales and Revenue
  • Pricing and packaging
  • Content Creation and Distribution
  • Campaign Renewals and Business Challenges
  • Performance Metrics

A Publisher's Guide
Premium And Programmatic Native

May 2016 | 20-Page Whitepaper

Based on customer interviews and industry trends,  A Publisher's Guide | Premium and Programmatic Native defines both formats, details the differences between the two, shows their advantages and drawbacks, and provides advice for publishers approaching both methods.

Key findings for publishers:

  • Reserve premium inventory for the promotion of branded content
  • Keep programs in-house to create more value
  • Use caution when choosing programmatic partners
  • Enable mediation of programmatic sources

The State Of Branded Content

April 2016 | 26-Page Benchmarks Report

Native ads are just one part of the equation in a publisher's sponsored content business. Branded Content, the sponsored, custom or partner content itself, AKA the post-click destination or landing page – and its performance and engagement determines what is success for publishers. Use the The State Of Branded Content Benchmarks Report to see how your content program ranks.

In this report:

  • Average time-spent on branded content across several categories of verticals and advertisers
  • Performance breakdowns by geographic location, device, and campaign construction
  • Metrics showing just how much better ads for consumer staples and healthcare perform in time-spent
  • The numbers behind branded content's international growth
  • Expert insight breaking down all the benchmarks

The State Of Premium Native

April 2016 | 19-Page Report

How native ads are constructed, placed, and promoted on a publisher’s website go a long way in determining their performance. Arm yourself with most up to date data on how modern publishers are constructing and analyzing their premium native advertising.

In this report:

  • Average CTR across several categories of verticals and advertisers
  • Performance breakdowns by device category and geographic location
  • Metrics, showing Q1-2016 campaign volume has increased 365% over Q1-2015.
  • Showing how number of creatives increased 142% year-over-year
  • Smartphone CTR's staggering growth over desktop