According to eMarketer, U.S. mobile ad spending is growing faster than previously expected.
The news source predicts overall mobile ad spending in the U.S. to top $4 billion this year (180% growth), $7.19 billion next year, and over $20 billion by 2016.
EMarketer says this year's unexpected growth is "due in large part to the success of so-called 'native' ad formats like Facebook's mobile newsfeed ads and Twitter's Promoted Products.
"These products represent a seamless experience across platforms for consumers—which means platform owners are able to successfully earn (or, in some cases, not lose) revenue as consumers continue to increase time spent on mobile devices with smaller screens unsuited to the bulk of desktop display advertising inventory."
Read more from eMarketer here.