原生廣告市場規模、佔有率、成長分析（按內容格式、平台、最終用途和地區）－產業預測，2025 年至 2032 年

預計到 2023 年全球原生廣告市場規模將達到 900.4 億美元，到 2024 年將成長至 1,046.3 億美元，到 2032 年將成長至 3,468.6 億美元，預測期內（2025-2032 年）的複合年成長率為 16.2%。

全球原生廣告市場正經歷顯著成長，這得益於消費者對非干擾性和情境化廣告形式的日益偏好。這一趨勢指的是從傳統的橫幅廣告轉向出現在社群媒體動態和特色內容中的廣告，以自然的觸感吸引消費者。原生廣告以其高點擊率和透過融入編輯內容建立信任而聞名。智慧型手機的普及和行動優先策略進一步擴大了市場的覆蓋範圍和影響力。然而，挑戰依然存在，包括缺乏標準化的衡量標準以及對透明度和道德實踐的監管審查力度加大。這些問題阻礙了原生廣告的廣泛應用，尤其是在敏感領域。儘管如此，原生廣告仍為品牌提供了一個獨特的機會，可以有效地吸引消費者注意力並提高參與度。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 二次資料和一次資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態與展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024年）
• PESTEL分析
• 總體經濟指標
• 價值鏈分析
• 定價分析
• 案例研究
• 顧客購買行為分析

原生廣告市場規模（依內容格式）及複合年成長率（2025-2032）

• 市場概覽
• 訊息流原生廣告
• 圖片原生廣告
• 影片內原生廣告
• 贊助內容

原生廣告市場規模（依平台分類）及複合年成長率（2025-2032）

• 市場概覽
• 封閉式平台
• 開放平台
• 混合平台

原生廣告市場規模（依最終用途和複合年成長率） (2025-2032)

• 市場概覽
• 零售與電子商務
• 媒體與娛樂
• BFSI
• 衛生保健
• 車
• 通訊/IT
• 旅遊與飯店
• 教育
• 其他

原生廣告市場規模（按地區）及複合年成長率（2025-2032）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024年）
• 主要企業簡介
  • 公司詳情
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益同比對比（2022-2024 年）

主要企業簡介

• Taboola Inc.
• Nativo Inc.
• Outbrain Inc.
• StackAdapt Inc.
• Yahoo Advertising
• PubMatic
• MGID
• SmartyAds
• Inanity
• Impact.com
• MediaGo（Baidu）
• Weibo Ads
• TikTok Pulse
• Aldila Inc.
• Fischer Sports Gmbh
• Topkey Corporation
• Dupont De Nemours, Inc.
• Hexion, Inc.
• SGL Carbon SE
• Toray Industries, Inc.

結論和建議

Global Native Advertising Market size was valued at USD 90.04 Billion in 2023 poised to grow between USD 104.63 Billion in 2024 to USD 346.86 Billion by 2032, growing at a CAGR of 16.2% in the forecast period (2025-2032).

The global native advertising market is experiencing significant growth, propelled by a rising preference for non-disruptive, content-aligned ad formats. This trend signifies a shift from traditional banner ads towards placements in social media feeds and content recommendations, engaging consumers in a manner that feels organic. Native ads are known for achieving higher click-through rates and fostering trust due to their integration within editorial contexts. The proliferation of smartphones and mobile-first strategies has further enhanced the market's reach and impact. However, challenges persist, including the absence of standardized measurement and growing regulatory scrutiny regarding transparency and ethical practices. These issues hinder widespread adoption, particularly in sensitive sectors. Nevertheless, native advertising presents brands with unique opportunities to effectively capture consumer attention and drive engagement.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Native Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Native Advertising Market Segments Analysis

The global native advertising market is segmented based on Ad format, industry vertical, platform type, and region. In terms of Ad format, the market is divided into In-feed ads, content recommendation widgets, sponsored articles, and custom content units. Based on industry vertical, the market is bifurcated into media & entertainment, retail & e-commerce, BFSI, and healthcare & wellness. Based on platform type, the market is grouped into Desktop, Mobile, Tablet, and Cross-Platform. Based on region, the market is segmented into North America, Europe, Asia-Pacific, Latin America and the Middle East and Africa.

Driver of the Global Native Advertising Market

A significant factor driving the growth of the global native advertising market is the widespread shift towards content-focused marketing strategies. Brands are increasingly exploring formats that integrate seamlessly with editorial content, enhancing consumer engagement and building trust while reducing ad fatigue and the phenomenon of banner blindness. This transition transforms brand advertisements from mere interruptions into valuable content that resonates with users. Such trends are particularly prominent in sectors like e-commerce and finance, where providing educational content empowers consumers and opens avenues for improved conversion rates. Overall, this approach illustrates a profound change in how brands connect with their audiences effectively.

Restraints in the Global Native Advertising Market

One significant challenge facing the global native advertising market is the absence of standardized measurement metrics and disclosure regulations. This inconsistency leads advertisers and publishers to use diverse tracking methods, which can restrict the ability to evaluate campaign effectiveness comprehensively across different platforms. Furthermore, the indistinct distinction between editorial and sponsored content raises concerns among critics regarding transparency, which hinders trust and slows adoption within regulated markets. Without clearly defined rules and reliable metrics, the potential for native advertising to thrive and prove its impact remains constrained, presenting challenges for stakeholders aiming to maximize the effectiveness of their campaigns.

Market Trends of the Global Native Advertising Market

The Global Native Advertising market is witnessing a significant trend towards privacy-first contextual targeting, driven by the phasing out of third-party cookies and increasing regulatory clarity worldwide. As advertisers prioritize compliance, native advertising formats are gaining traction for their ability to integrate seamlessly with editorial content. Companies are heavily investing in AI-powered contextual engines that classify content in real time without depending on individual user data. This technological advancement is spurring innovation within the ad-tech industry and enhancing user trust, particularly in highly regulated markets such as the EU and Canada, aligning with the future growth expectations of the native advertising landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Customer Buying Behavior Analysis

Global Native Advertising Market Size by Content Format & CAGR (2025-2032)

• Market Overview
• In-Feed Native Ads
• In-Image Native Ads
• In-Video Native Ads
• Sponsored Content

Global Native Advertising Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Closed Platforms
• Open Platforms
• Hybrid Platform

Global Native Advertising Market Size by End Use & CAGR (2025-2032)

• Market Overview
• Retail & eCommerce
• Media & Entertainment
• BFSI
• Healthcare
• Automotive
• Telecom & IT
• Travel & Hospitality
• Education
• Others

Global Native Advertising Market Size & CAGR (2025-2032)

• North America (Content Format, Platform, End Use)
  • US
  • Canada
• Europe (Content Format, Platform, End Use)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Content Format, Platform, End Use)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Content Format, Platform, End Use)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Content Format, Platform, End Use)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Taboola Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nativo Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outbrain Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• StackAdapt Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Yahoo Advertising
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGID
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SmartyAds
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Inanity
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Impact.com
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MediaGo (Baidu)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Weibo Ads
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TikTok Pulse
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Aldila Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fischer Sports Gmbh
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Topkey Corporation
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dupont De Nemours, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hexion, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SGL Carbon SE
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Toray Industries, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations