In other words, the US native display ad market is mature. We predict that the most prominent device type (mobile), buying method (programmatic) and ad medium (social) in which native ads are consumed will not drastically change in the foreseeable future.
“The US native ad market is still growing, but the ‘typical native ad’ isn’t changing much: It’s bought programmatically from a social network and served to a mobile device,” said eMarketer principal analyst Nicole Perrin. “In many ways, this reflects broader display trends, but native ads are even more likely than display ads to have these characteristics.”
Ad tracking company MediaRadar found that the number of new advertisers using native stagnated in H2 2018, another sign of market maturity.
That doesn’t mean native ad spending has peaked. MediaRadar estimates that native campaigns had an average renewal rate of 40% in 2018, up from 33% in 2017.