If you read our recent post around the viewability vs ad blocking conundrum, you'll know that advertisers are turning to Native ad placements as a way to both circumnavigate adblocking / banner blindness, and more effectively engage audiences. Nowhere is this more true than in B2B, where brands have been delivering content-based / placed marketing messaging with increasingly impressive results. By definition B2B audiences tend to read longer form content if it provides them with unique information, lending advertisers a bigger opportunity for Native deployment.   

It's not a magic bullet but Native is reaching a maturity that allows B2B advertisers more flexibility in their campaigns.