Native ads are failing to capture audiences, study suggests

From Re/code:

Chartbeat CEO Tony Haile says that while 71 percent of surfers will stick with a “real” article for more than 15 second, that number drops to 24 percent for native ad stuff.

“What this suggests is that brands are paying for — and publishers are driving traffic to — content that does not capture the attention of its visitors or achieve the goals of its creators."