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Most of the money spent on digital display advertising will soon go to native ads — where the advertising is designed to look like editorial content — according to a new eMarketer forecast. That kind of ad spending has grown to $22 billion, most of it spent on social-media platforms.

Why this matters: A recent survey found that trust in ads is rising while trust in news sinks. Ads that are designed to look like news could confuse readers.

Expand chart

Data: eMarketer; Chart: Andrew Witherspoon / Axios

Why it's happening: Publishers are creating more native ads because other types of digital display advertising aren't working. Advertisers are reacting to the rise of ad blockers and increased frustration with banner ads. And Google and Facebook are eating the digital display market, leaving publishers no choice but to try to monetize through engagement with native ads instead of trying to reach the most viewers with broad display ads.

Go deeper

Updated 9 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: Large coronavirus outbreaks leading to high death rates — Coronavirus cases are at an all-time high ahead of Election Day — U.S. tops 88,000 COVID-19 cases, setting new single-day record.
  2. Politics: States beg for Warp Speed billions.
  3. World: Taiwan reaches a record 200 days with no local coronavirus cases.
  4. 🎧Podcast: The vaccine race turns toward nationalism.
21 mins ago - Health

States beg for Warp Speed billions

A COVID-19 drive-thru testing center yesterday at Hard Rock Stadium in Miami Gardens. Photo: David Santiago/Miami Herald via AP

Operation Warp Speed has an Achilles' heel: States need billions to distribute vaccines — and many say they don't have the cash.

Why it matters: The first emergency use authorization could come as soon as next month, but vaccines require funding for workers, shipping and handling, and for reserving spaces for vaccination sites.

Court rules Minnesota absentee ballots must be received by 8 p.m. Election Day

An election judge drops a ballot in a ballot box at a drive through drop-off for absentee ballots in Minneapolis. Photo: Stephen Maturen/Getty Images

An appeals court on Thursday ruled that Minnesota absentee ballots must be received by 8 p.m. on Election Day to be counted.

Why it matters: The ruling, which comes just five days before the election, blocks the state's plan to count absentee ballots arriving late so long as they're postmarked by Nov. 3 and delivered within a week of the election. Now those ballots must be set aside and marked late.