January 9, 2023

US Native Ad Spending, 2019-2023 (billions, % change, and % of total display ad spending)


Examples of native digital display ads include sponsored content, promoted content, content recommendation widgets, in-feed units (e.g., Facebook, Twitter, Yahoo News), rewarded video ads, and outstream video ads within a feed or article. In-stream video ads (e.g., YouTube) are excluded.


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.