Due to trends, the advertising industry is constantly changing and growing. Native advertising must constantly look for new methods to improve the way users engage with the brand. Using personalization and creating ads that more successfully engage the target audiences are two ways to accomplish this. One area where it's critical to seize opportunities before they pass you by is advertising.
Think of it this way: In the past, newspapers and other magazines were distributed among people and delivered to every home. At the time, that was the trend. The focus currently, meanwhile, is on online media. Given the current trend, digital advertising is probably the way of the future.
Even if trends change frequently, it will be much easier to use them to market your products if you fully understand them.