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Native Advertising Market

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Native Advertising Market Overview

The global native advertising market is estimated to exceed US$ 650 Bn by the end of 2032. The sales of native advertising are expected to reach US$ 100 Bn by 2022, exhibiting growth at a exponential CAGR of 375% over the upcoming decade. Increasing penetration of smartphones and internet across the world is one of the leading factors augmenting the growth in the market.

Report Attribute


Native Advertising Market Base Year Value (2021)

US$ 94 Billion

Native Advertising Market Expected Value (2022)

US$ 100 Billion

Native Advertising Market Anticipated Value (2032)

US$ 650 Billion

Native Advertising Market Projected Growth Rate (2022-2032)

375% CAGR

Native advertising, or sponsored content, is a type of online advertising that matches the function and form of web-based platforms upon which it is displayed. The word “native” refers to the consistency of the content with other media on the platform. In other words, it refers to a form of brand advertising that enables marketers to effectively utilize digital marketing platforms from branding to direct marketing.

Like most marketing terms, native advertising is an umbrella term and is applied to a variety of digital content such as promotional videos, articles, images, music, and others that are posted. Native advertising is paid advertising strategy that is designed to promote the product, service, or brand in the requested media format.

This advertisings makes use of platforms that allows advertisers to create advertisements that blend flawlessly into other organic content on a specific website. For instance, display advertisements that appear identical to organic posts in the main news pages on a social media platform. Hence, increasing emphasis of small and medium enterprises and large enterprises to promote their brand, products, and services, is estimated to bolster the sales of native advertising in the market.

Which are Some Prominent Drivers Spearheading Native Advertising Market Growth?

In the last few years, staggering growth has been experienced across the marketing and advertising industry, including native advertising which is still an emerging and new concept. Native advertising functions like a manifests and advertorial such as a video, article, image, blog, or editorial. It is the concept of creating advertisements that are consistent with the platform behavior, assimilated into the design, similar to the page content that the viewer feels the ad belongs there.

Native advertising is increasingly gaining popularity across diverse platforms, owing to benefits such as customized content, more engaging appearance, higher click-through-rate, better campaign performance, and ability to encourage customers to make purchases. Attributed to this, customers are increasingly shifting their focus from traditional display or banner advertisements towards using native advertising for promotional activities. This is estimated to augment the demand for native advertising in the market.

In addition, growing utilization of consumer data by marketers, surging trend of digitalization across various industry verticals, and rising penetration of the internet & GPS-enabled mobile devices are further estimated to favor the growth in the native advertising market over the coming years.

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What are the Challenges Faced by the Native Advertising Market?

Native advertising is a more guileful contravention into consumer media content than any previous form of advertising. Large number of banner advertisement impressions may annoy readers, however, they do not misdirect them by discerning the source of the message, video, or other media, exactly what native advertising does.

Also, high risk of damaging the brand’s image and integrity due to the high suggestion of deception and misleading readers for site contents are expected to hinder the sales of native advertising in the market.

Why is North America Emerging as an Opportunistic Native Advertising Market?

FMI reveals that North America is anticipated to account for a lion’s share in the global native advertising market over the forecast period 2022-2032.

Rising emphasis on promoting products, services, brands, growing small and medium scale brands, and rising awareness about the advantages of advertising and marketing using mobile phones in the countries such as the U.S. and Canada is augmenting the growth in the market.

A significant rise in use of social medial platforms is being witnessed owing to the rising internet penetration across North America. Hence, numerous developers are increasing aiming at launching novel social medical platforms to capitalize on the opportunity.

For instance, in 2020, Alpha Exploration Co., a U.S.-based SaaS company, announced launching a new social media platform, Clubhouse, where users can talk, listen and learn from each other in real-time in an audio chat room. As native advertising use social media platforms for displaying advertisements, such new launches are estimated to bolster the sales in the North America market.

Ronak Shah
Ronak Shah

Principal Consultant

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How is Western Europe Contributing to the Growth of the Native Advertising Market?

As per FMI, Western Europe is projected to emerge as a highly remunerative native advertising market over the forecast period 2022-2032.

Over the past few years, smartphones have extensively gained acceptance and are increasingly replacing computers and laptops for using the internet. For instance, according to the EuroStat Statistics, around 92% of the adult population used mobile phones to access the internet, in comparison to the 52% who used laptops or computers across the Europe in 2019.  

As native advertising blends more efficiently on mobile devices, increasing use of smartphones for internet-based applications and websites is expected to favor the growth in the Western Europe market.

Market Competition

Some of the leading players in the native advertising market are Sharethrough, Inc., AdPushup Inc., Taboola, Inc IAB Playbook, Instinctive Inc, Nativo, Inc., Triple Lift, Inc., Outbrain Inc., StackAdapt Inc., and Revcontent, LLC.

Key companies are increasingly aiming at adoption strategies such as collaboration with network operators, expanding their native advertising services, and acquisition to maintain their lead in this highly competitive market.

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Scope Of Report

Report Attribute


Growth Rate

CAGR of 375% from 2022 to 2032

Base Year for Estimation


Historical Data


Forecast Period


Quantitative Units

Revenue in USD Billion, Volume in Kilotons and CAGR from 2022-2032

Report Coverage

Revenue Forecast, Volume Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends and Pricing Analysis

Segments Covered

  • Type
  • Platform
  • Region

Countries Covered

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • APEJ
  • Japan
  • Middle East and Africa

Key Companies Profiled

  • Sharethrough, Inc.
  • AdPushup Inc.
  • Taboola, In
  • IAB Playbook
  • Instinctive Inc
  • Nativo, Inc.
  • Triple Lift, Inc.
  • Outbrain Inc.
  • StackAdapt Inc.
  • Revcontent, LLC


Available Upon Request

Key Segments Profiled in the Native Advertising Market Survey

By Type:

  • In Feed Ad Units
  • Search Ads
  • Promoted Listings
  • Recommendation Units
  • Promoted Listings
  • In-Ad, Custom Content

By Platform:

  • Closed Platform
  • Open Platform
  • Hybrid Platform

By Region:

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • APEJ
  • Japan
  • Middle East and Africa

Frequently Asked Questions

FMI projects the global native advertising market to expand at an exponential value CAGR of 375% between 2022 and 2032.

The market for native advertising is dominated by North America, and this trend is projected to continue over the assessment period.

Sharethrough, Inc., AdPushup Inc., Taboola, Inc IAB Playbook, Instinctive Inc, Nativo, Inc., Triple Lift, Inc., Outbrain Inc., StackAdapt Inc., and Revcontent, LLC, are some prominent service provider in the global native advertising market.

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