Dive Brief:

• Spending on native advertising is expected to grow by 34% in 2015, according to eMarketer, but the industry is still divided on how to measure success. 
• Results from an Association of National Advertisers survey asked marketers to name which metric is "most important" for native ads, and responses varied including brand lift, awareness, click-throughs, social media shares, time spent, purchase intent, lead generation, and more. 
• The ANA is calling for the industry to share experiences in an effort to establish the best practices for measuring native ads. 

Dive Insight: 

The division in the industry regarding native ad success is mostly due to marketers emphasizing which metrics have been important to the campaigns they have organized. Each client is going to want different results from the campaign. The ANA, however, is attempting to push for some sense of industry standard. Even with different goals in marketers' minds, a standard would create a marker for measuring the success of campaigns.