Marketers Are Finding Viable Alternatives to Native Advertising

As social media’s ad spending share declines, budgets shift to other channels

Article by Ann Marie Kerwin  | Feb 10, 2023
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Marketers Are Finding Viable Alternatives to Native Advertising: As social media’s ad spending share declines, budgets shift to other channels
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Digital Display Ad Spending
US

Native advertising is no longer growing like it used to. The advertising format is still growing overall, but its share of total display plateaued in 2020 and 2021.

US Native Ad Spending, 2019-2023 (billions, % change, and % of total display ad spending)
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  • Native’s share is declining largely due to lowered growth expectations for overall social network advertising. Social ad spending has seen significant upheaval over the last year, with big swings in social network companies’ revenues.