US Native Digital Display Advertising Forecast

Mobile Growth Leads the Way

About This Report
US advertisers will spend $32.90 billion on native ads in 2018, representing more than 58% of the digital display market. The typical native ad is likely to be bought on a social site, served to a mobile device and transacted programmatically.

Thanks to the massive growth of advertising on social networks and mobile devices—two areas where native ads dominate—native advertising now accounts for more than half of all digital display spending by US marketers. This year, they will allocate $32.90 billion to native digital display placements, up 31.0% over 2017.

  • This year, 58.3% of US digital display ad spending will be for native placements, which match the form, function and feel of the content in which they appear. That’s up from 54.0% in 2017.
  • Almost three-quarters of US native display ad spending is on social ads—partly because almost all social advertising is native and because social ads account for a huge portion of display advertising as a whole.
  • Native advertising is even more likely to be mobile than it is to be social; more than 90% of native display ad dollars go to mobile placements, thanks to sites and apps designed specifically to include native ads.
  • Programmatic native display, especially for nonsocial placements, continues to gain scale but remains ripe for innovation and further growth.


Nicole Perrin


Tricia Carr
Managing Editor, Interviews
Lauren Fisher
Principal Analyst
Cindy Liu
Senior Forecasting Analyst
Tracy Tang
Senior Researcher
Debra Aho Williamson
Principal Analyst

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