US Native Advertising 2019

Display Budgets Keep Flowing to New Formats

About This Report
US native ad spending continues to grow robustly, reaching nearly $44 billion this year. By the end of 2020, almost two-thirds of US display spending will be on native units.

Executive Summary

Most digital display advertising in the US is now native—which includes a variety of formats from in-feed units to sponsored content. Notably, native encompasses almost all display spending on social networks. But the nonsocial side of the market is growing.

  • How much will US advertisers spend on native display placements in 2019? US advertisers will spend almost $44 billion on native ads—$8.66 billion more than they did last year. Almost all that additional spending will go to mobile placements, which already account for about 85% of the US native display ad market. By the end of 2020, advertisers will devote almost two-thirds of display budgets to native ads.
  • Where do most native ad dollars go? Most native ad spending goes toward social networks—especially Facebook. Broken down by device, mobile is the clear winner thanks largely to in-app advertising. And again, most dollars go to Facebook, which makes the vast majority of its ad revenues on mobile.
  • What’s the growth outlook for nonsocial programmatic native advertising? Native advertising outside social networks and programmatic native advertising are both among the fastest-growing categories of native—and the intersection of the two is also steadily increasing. Social networks still dominate the native ad market, though, taking about three-quarters of spending this year.
  • What are the challenges for advertisers investing in native display? Native advertising outside social platforms still faces many of the same challenges as it did in 2018, including advertiser clients not educated about native formats and native creative. Sponsored content campaigns have better infrastructure, but remain difficult to scale.

WHAT’S IN THIS REPORT? This report outlines our latest estimates of native display ad spending in the US and discusses the trends and developments in the space over the past year.

KEY STAT: US advertisers will increase their investments in native digital display advertising this year by 24.6% to almost $44 billion. By next year, almost two-thirds of display spending will go toward native ads.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

12expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Native by the Numbers
  3. Native Formats
  1. A Maturing Native Ad Market
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Craig Aron
Senior Vice President, Strategic Business Development
Interviewed February 27, 2019
Dan Greenberg
Founder and CEO
Interviewed February 13, 2019
Jeff Lucas
Verizon Media Group
Head of North American Sales and Global Client Solutions
Interviewed March 1, 2019
Ryan McConville
President and COO
Interviewed February 25, 2019
Chad Pollitt
Vice President, Marketing
Interviewed February 14, 2019
Meagan Ralston
MoPub, a Twitter Company
Manager, Partner Solutions Team
Interviewed March 18, 2019
Avinoam Rubinstain
Interviewed February 19, 2019
Quinn Sheek
DEG Digital
Director, Demand Generation
Interviewed February 27, 2019
Adam Singolda
Founder and CEO
Interviewed February 20, 2019
Abel Buko
Insights Director
Interviewed February 21, 2019
Harish Goli
Product Manager
Interviewed March 1, 2019
Jerrid Grimm
Founder and CEO
Interviewed March 4, 2019

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Download PPTX










Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


Nicole Perrin


Ross Benes
Lauren Fisher
Principal Analyst
Cindy Liu
Senior Forecasting Analyst
Tracy Tang
Senior Researcher
Debra Aho Williamson
Principal Analyst

"Behind the Numbers" Podcast