The advertising industry is in a state of upheaval. Giant search and social media companies dominate the publishing market. Mobile has overtaken print, desktops and television as consumers’ preferred medium. New channels based on search and social media have risen fast to dominate the market. Unprecedented stores of data increasingly allow companies to tailor offerings to customers’ desires. Customers are, in turn, more demanding. They expect a seamless experience across multiple channels and are resistant to established, intrusive advertising formats. We have moved rapidly from “new native” – the emergence of native advertising as the right form for digital users – to “native first” where native will become the basis for all advertising by retailers and brands. To see how retailers are preparing for this new era, we conducted a survey of more than 80 predominantly UK-based retail professionals. Download the full report to see the results.