Native Advertising Market Size
| Study Period | 2019 - 2030 |
| Market Size (2025) | USD 146.84 Billion |
| Market Size (2030) | USD 266.38 Billion |
| CAGR (2025 - 2030) | 12.65% |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
| Market Concentration | Medium |
Major Players*Disclaimer: Major Players sorted in no particular order |
Native Advertising Market Analysis
The Native Advertising Market size is estimated at USD 146.84 billion in 2025, and is expected to reach USD 266.38 billion by 2030, at a CAGR of 12.65% during the forecast period (2025-2030).
- Smartphones have emerged as the go-to devices for accessing digital content. Native ads, which blend seamlessly with an app or website's content, are proving to be particularly effective in mobile settings. This trend is fueling a surge in demand for mobile-native advertising solutions.
- Social media giants such as Facebook, Instagram, and LinkedIn are now at the forefront of native advertising. On these platforms, sponsored content often mirrors native ads, effortlessly blending with organic posts. Additionally, the burgeoning field of influencer marketing, where influencers weave product promotions into their content, is bolstering the native advertising landscape.
- Companies including Taboola Inc., a prominent player in the native advertising realm, have been pivotal in driving demand. Taboola's platform reaches users across mobile, desktop, and even video content. By offering personalized content recommendations, Taboola ensures that ads resonate more with individual users, further propelling market growth.
- While native advertising has seen substantial growth, it grapples with challenges that could hinder its effectiveness and market expansion. A significant concern is the heavy reliance of native ads on specific platforms, such as Facebook, Instagram, or various news sites. This dependence poses risks for advertisers, as shifts in platform algorithms and policies can directly impact the visibility and success of their native ads.
Native Advertising Market Trends
Open Platform Segment is Estimated to Have the Largest Market Share
- Across the globe, brands are increasingly turning to native advertising, crafting ad experiences that seamlessly integrate with content. Open-platform native advertising, which embeds ads within third-party websites and apps to mimic organic content, is witnessing rapid evolution. Automation is spearheading this shift, with a pronounced move towards programmatic buying. Leveraging AI and machine learning, marketers are now delivering real-time, personalized native ads, honing in on users' behaviors, interests, and demographics.
- Leading the charge in the native ad arena are platforms like Facebook, Instagram, and TikTok, where ads meld effortlessly into the user journey. These social giants amplify native advertising's potential by refining targeting capabilities and granting brands greater autonomy over their ads' aesthetics. Ads that invite interaction, such as polls, quizzes, and shoppable features, are gaining traction, deepening user engagement and propelling market growth.
- Open-platform native advertising empowers brands to connect with audiences across various platforms, whether websites, apps, or social media. The prevailing trend emphasizes a consistent ad experience across diverse touchpoints, fostering a cohesive interaction across devices and channels.
- According to Dentsu's projections, advertising expenditures in the United States and Canada will approach USD 328 billion in 2024, representing over 40% of the global ad spend. The Asia-Pacific (APAC) region and Western Europe follow closely, with anticipated ad spends of approximately USD 241 billion and USD 141 billion, respectively.
North America to Hold High Market Share
- Native advertising has recently gained significant traction in North America as businesses increasingly seek more subtle and integrated ways to engage with their target audience. The evolution of consumer behavior, the rise of ad-blocking technologies, and the need for more authentic, less intrusive forms of advertising have driven this trend.
- Social media platforms such as Facebook, Instagram, Twitter, and TikTok, as well as other digital media outlets including news sites, are the primary battlegrounds for native advertising. These platforms provide highly targeted audience segments, allowing advertisers to deliver relevant content that resonates with their viewers.
- The rise in ad blockers has pushed advertisers to seek ways to deliver content that isn't blocked. Native ads, being less overtly commercial, are often not detected by ad blockers, making them a more effective way to reach consumers. This has encouraged many brands to invest in native advertising as part of their digital marketing strategy.
- As consumers become more adept at ignoring traditional ads, especially display ads or banner ads brands are moving towards native advertising to blend content with a website or social platform’s editorial content. Native ads are designed to look and feel like regular content, making them less intrusive and more likely to be engaged with, that drive the market growth.
Native Advertising Industry Overview
The Native Advertising market is moderately consolidated with the presence of players such as Zelto Inc., Taboola Inc., Nativo Inc., and IAB Playbook vying for higher market share. Market participants are concentrating on expanding their customer base to enhance their competitive advantage in the industry. These companies actively pursue a larger global market share through research & development, mergers & acquisitions, product innovation, and market expansion to promote sustainable innovations and enhance their global customer base.
Native Advertising Market Leaders
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Sharethrough Inc.
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Zelto Inc.
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Taboola Inc.
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Nativo Inc.
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IAB Playbook
- *Disclaimer: Major Players sorted in no particular order
Native Advertising Market News
- October 2024: MGID, an advertising platform, has forged a strategic alliance with Entertainment Network India Limited (ENIL), better recognized as Mirchi. This partnership aims to amplify MGID's advanced native advertising solutions in India, leveraging Mirchi's swiftly expanding digital ad network, MPing.
- July 2024: RevContent, a native advertising company, has secured its position as the preferred native advertising partner for the Local Media Consortium (LMC). LMC is dedicated to forging strategic alliances for over 5,000 local media outlets spanning the U.S., Canada, and Puerto Rico, all aimed at enhancing economic value. Through this collaboration, RevContent aims to bolster local publishers, ensuring they benefit from steady revenue streams via its diverse monetization tools, which include offerings for web, mobile apps, and email newsletters.
Native Advertising Industry Segmentation
The native advertising market refers to the digital advertising sector where ads are designed to blend seamlessly with the surrounding content, appearing in a way that makes them look like part of the platform or medium on which they appear. The research also examines underlying growth influencers and significant industry vendors, all of which help to support market estimates and growth rates throughout the anticipated period. The market estimates and projections are based on the base year factors and arrived at top-down and bottom-up approaches.
The native advertising market is segmented by type (In Feed Ad Units, Search Ads, Promoted Listings, Recommendation Units and In-Ad Custom Content), by platform (Closed Platform, Open Platform and Hybrid Platform), and by geography (North America, Europe, Asia Pacific, South America, Middle East, and Africa). The market size and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | In Feed Ad Units | ||
| Search Ads | |||
| Promoted Listings | |||
| Recommendation Units | |||
| In-Ad Custom Content | |||
| By Platform | Closed Platform | ||
| Open Platform | |||
| Hybrid Platform | |||
| By Geography*** | North America | United States | |
| Canada | |||
| Europe | Germany | ||
| France | |||
| Italy | |||
| Spain | |||
| Asia | China | ||
| India | |||
| Japan | |||
| Australia and New Zealand | |||
| Latin America | Brazil | ||
| Mexico | |||
| Middle East and Africa | Saudi Arabia | ||
| United Arab Emirates | |||
| South Africa | |||
| In Feed Ad Units |
| Search Ads |
| Promoted Listings |
| Recommendation Units |
| In-Ad Custom Content |
| Closed Platform |
| Open Platform |
| Hybrid Platform |
| North America | United States |
| Canada | |
| Europe | Germany |
| France | |
| Italy | |
| Spain | |
| Asia | China |
| India | |
| Japan | |
| Australia and New Zealand | |
| Latin America | Brazil |
| Mexico | |
| Middle East and Africa | Saudi Arabia |
| United Arab Emirates | |
| South Africa |
Native Advertising Market Research FAQs
How big is the Native Advertising Market?
The Native Advertising Market size is expected to reach USD 146.84 billion in 2025 and grow at a CAGR of 12.65% to reach USD 266.38 billion by 2030.
What is the current Native Advertising Market size?
In 2025, the Native Advertising Market size is expected to reach USD 146.84 billion.
Who are the key players in Native Advertising Market?
Sharethrough Inc., Zelto Inc., Taboola Inc., Nativo Inc. and IAB Playbook are the major companies operating in the Native Advertising Market.
Which is the fastest growing region in Native Advertising Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Native Advertising Market?
In 2025, the North America accounts for the largest market share in Native Advertising Market.
What years does this Native Advertising Market cover, and what was the market size in 2024?
In 2024, the Native Advertising Market size was estimated at USD 128.26 billion. The report covers the Native Advertising Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Native Advertising Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Native Advertising Industry Report
Statistics for the 2025 Native Advertising market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Native Advertising analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
