Global Native Advertising Market Size, Share & Industry Analysis Report By Platform, By Content Format (In-Feed Native Ads, In-Video Native Ads, Sponsored Content and In-Image Native Ads), By End Use (Retail & eCommerce, Media & Entertainment, BFSI, Trave

The Global Native Advertising Market size is expected to reach $263.84 billion by 2032, rising at a market growth of 13.0% CAGR during the forecast period.

Key Highlights:

• The North America market dominated Global Native Advertising Market in 2024, accounting for a 36.20% revenue share in 2024.
• The U.S. market is projected to maintain its leadership in North America, reaching a market size of USD 68.11 billion by 2032.
• Among the Platform, the Closed Platforms segment dominated the global market, contributing a revenue share of 47.09% in 2024.
• In terms of Content Format, In-Feed Native Ads segment are expected to lead the Asia Pacific market, with a projected revenue share of 45.78% by 2032.
• The Retail & eCommerce market emerged as the leading End Use in 2024 in Europe, capturing a 26.16% revenue share, and is projected to retain its dominance during the forecast period.

Recently, native advertising has evolved as a core digital marketing strategy shaped by platform integration, programmatic technology, and the requirement for story-driven, seamless promotion. With the digital environment getting more expanded, advertisers and publishers embraced native formats, such as promoted listings, in-feed ads, recommendation widgets, branded content, and native video for delivering relevant messages that fit seamlessly into editorial content. Advances in tracking, targeting, and programmatic delivery allow scalable and contextually appropriate and scalable placements, while key platforms embedded native units directly into their ecosystems, surging acceptance, and standardizing measurement. The native advertising market has evolved from simple sponsored posts to content hubs, podcast integration, attention-based measurement frameworks, and long-form storytelling.

Transparency and regulation have become crucial to native’s development, with regulators requiring clear labeling and publishers improving disclosure to safeguard user trust. This has encouraged editorial standards, ad-tech workflows, and creative approaches, elaborating that effective native advertising must balance compliance, authenticity, and scale. The market is witnessing intensive competition among concentrated platform ecosystems that offer data driven precision, massive reach, and a fragmented landscape of creative studios and publishers offering trust-based storytelling. Industrial bodies and technology providers continue to encourage advanced measurement tools and standardization, enabling advertisers pair programmatic efficiency with high-quality content collaborations. The market growth majorly depends upon measurement sophistication, transparency, and the capability to deliver non-disruptive narratives within regulatory boundaries.

Market Share Analysis

The leading players in the market are competing with diverse innovative offerings to remain competitive in the market. The above illustration shows the percentage of revenue shared by some of the leading companies in the market. The leading players of the market are adopting various strategies in order to cater demand coming from the different industries. The key developmental strategies in the market are Acquisitions, and Partnerships & Collaborations.

COVID 19 Impact Analysis

At first, the COVID-19 pandemic impacted the global native advertising market because businesses cut their marketing budgets and stopped running campaigns, especially in the travel, entertainment, and retail sectors. This was because of economic uncertainty. Lockdowns and social distancing made it harder to make content and work together creatively, which pushed back campaigns and lowered the quality of creative work. Changes in how people act and a greater awareness of safety, empathy, and community forced advertisers to change their messages, which made things take even longer. Publishers, especially smaller ones, lost money because demand went down and they didn't have enough resources. Larger digital platforms, on the other hand, kept their traffic and automation advantages. Also, changes in how users interacted with and were skeptical of branded content impact campaign effectiveness and ROI, which shows how the market shrank at first during the pandemic. Thus, the COVID -19 pandemic had a Negative/Positive impact on the market.

Platform Outlook

Based on Platform, the market is segmented into Closed Platforms, Open Platforms and Hybrid Platform. The Open Platforms segment attained 36.80% revenue share in the market in 2024. This segment represented another important area within the native advertising ecosystem. Open platforms offered more flexible and accessible opportunities for advertisers to reach diverse audiences across multiple digital channels. These platforms emphasized reach and scalability, enabling campaigns to extend beyond a single controlled environment and connect with users across websites, social media, and content networks.

Content Format Outlook

Based on Content Format, the market is segmented into In-Feed Native Ads, In-Video Native Ads, Sponsored Content and In-Image Native Ads. The In-Video Native Ads segment attained 27.07% revenue share in the market in 2024. This segment emerged as another prominent format within the market, offering immersive and visually compelling opportunities for brand communication. This format involved embedding promotional content directly into video streams, including pre-roll, mid-roll, and integrated video segments, capturing audience attention during high-engagement media consumption.

Regional Outlook

Region-wise, the Native Advertising Market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The North America segment recorded 36.20% revenue share in the market in 2024. The native advertising market is anticipated to grow at a significant rate in the North America and Europe region. This is because of the shift of US advertisers from substantial display budgets into in-content and feed-style formats. Brands in the region prioritize measurement tied to first-party data strategies, performance, and AI-based creative optimisation, and publishers are rolling native into omnichannel suites to protect yield. Further, Europe represents prominent expansion driven by stronger publisher controls, measurement workarounds on brand safety, and contextual relevance, thus programmatic native grows along with strengthened consent flow and private marketplaces.

In Asia Pacific and LAMEA, the native advertising market is predicted to capture prominent market. The expansion is supported by nations including India, China, and Southeast Asia-where social commerce, livestream/influencer formats, and mobile-first consumption make native advertising highly integrated with short-form video and shopping experiences. Advertisers are scaling native within platform ecosystems and investing in regional creative and commerce-linked formats. Moreover, the LAMEA native advertising market is also showcasing positive opportunities with surging native use as measurement and programmatic infrastructure enhances, and mobile penetration accelerates reach.

Recent Strategies Deployed in the Market

• Jun-2025: TABOOLA.COM LTD. unveiled a Generative AI search product designed to offer search-like experiences on publisher websites. This innovation enables users to access AI-powered, conversational search results while staying on the site, enhancing engagement and opening new avenues for native advertising revenue across Taboola’s extensive publisher network.
• Jun-2025: MGID Inc. unveiled CPA Tune, a performance-based solution designed to optimize native advertising campaigns. The tool enables advertisers to pay only for completed actions, enhancing campaign efficiency and ROI within the native advertising ecosystem.
• May-2025: MGID Inc. teamed up with Digiseg to deliver privacy-compliant audience targeting for native ads globally. This collaboration allows brands to reach relevant audiences without relying on personal data, strengthening MGID's privacy-first approach in native advertising.
• Apr-2025: Teads Holding Co. teamed up with Mercedes-Benz to launch Thailand’s first Connected TV native advertising campaign. This initiative showcased how native ads on CTV platforms can drive significant brand lift and consumer engagement, marking a milestone for innovative, non-disruptive advertising experiences in Thailand's growing digital video ecosystem.
• Feb-2025: TABOOLA.COM LTD. unveiled its Realize platform, a new AI-driven solution designed to maximize ad performance for brands and publishers. By leveraging machine learning, Realize helps deliver more personalized, native advertising experiences, enhancing engagement and return on investment across Taboola's global advertising ecosystem.
• Dec-2024: Teads Holding Co. in partnership with Whale TV introducing native display advertising inventory across Whale TV’s Connected TV ecosystem in Europe. This expansion offers advertisers high-quality, non-intrusive ad placements, driving engagement and broadening Teads' native advertising reach within the growing European CTV market.

List of Key Companies Profiled

• Teads Holding Co. (Outbrain Inc.)
• TABOOLA.COM LTD.
• MGID Inc.
• RevContent, LLC (Star Mountain Fund Management, LLC)
• Nativo, Inc.
• Yahoo Inc.
• Triple Lift, Inc. (Vista Equity Partners Management, LLC)
• adMarketplace Inc.
• ADYOULIKE SA (Open Web Technologies Ltd.)
• Sharethrough Inc.

Global Native Advertising Market Report Segmentation

By Platform

• Closed Platforms
• Open Platforms
• Hybrid Platform

By Content Format

• In-Feed Native Ads
• In-Video Native Ads
• Sponsored Content
• In-Image Native Ads

By End Use

• Retail & eCommerce
• Media & Entertainment
• BFSI
• Travel & Hospitality
• Healthcare
• Telecom & IT
• Automotive
• Education
• Other End Uses

By Geography

• North America
• US
• Canada
• Mexico
• Rest of North America
• Europe
• Germany
• UK
• France
• Russia
• Spain
• Italy
• Rest of Europe
• Asia Pacific
• China
• Japan
• India
• South Korea
• Australia
• Malaysia
• Rest of Asia Pacific
• LAMEA
• Brazil
• Argentina
• UAE
• Saudi Arabia
• South Africa
• Nigeria
• Rest of LAMEA

Show more