原生广告市场规模、份额、成长分析（按内容格式、平台、最终用途和地区）－产业预测，2025 年至 2032 年

预计到 2023 年全球原生广告市场规模将达到 900.4 亿美元，到 2024 年将成长至 1,046.3 亿美元，到 2032 年将成长至 3,468.6 亿美元，预测期内（2025-2032 年）的复合年增长率为 16.2%。

全球原生广告市场正经历显着成长，这得益于消费者对非干扰性和情境化广告形式的日益偏好。这一趋势指的是从传统的横幅广告转向出现在社群媒体动态和特色内容中的广告，以自然的触感吸引消费者。原生广告以其高点击率和透过融入编辑内容建立信任而闻名。智慧型手机的普及和行动优先策略进一步扩大了市场的覆盖范围和影响力。然而，挑战依然存在，包括缺乏标准化的衡量标准以及对透明度和道德实践的监管审查力度加大。这些问题阻碍了原生广告的广泛应用，尤其是在敏感领域。儘管如此，原生广告仍为品牌提供了一个独特的机会，可以有效地吸引消费者註意力并提高参与度。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 二次资料和一次资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态与展望

• 市场概览
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

关键市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024年）
• PESTEL分析
• 总体经济指标
• 价值链分析
• 定价分析
• 案例研究
• 顾客购买行为分析

原生广告市场规模（依内容格式）及复合年增长率（2025-2032）

• 市场概览
• 讯息流原生广告
• 图片原生广告
• 影片内原生广告
• 赞助内容

原生广告市场规模（依平台划分）及复合年增长率（2025-2032）

• 市场概览
• 封闭式平台
• 开放平台
• 混合平台

原生广告市场规模（依最终用途和复合年增长率） (2025-2032)

• 市场概览
• 零售与电子商务
• 媒体与娱乐
• BFSI
• 卫生保健
• 车
• 通讯/IT
• 旅游与饭店
• 教育
• 其他的

原生广告市场规模（按地区）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市场占有率分析（2024年）
• 主要企业简介
  • 公司详情
  • 产品系列分析
  • 公司分部份额分析
  • 收益同比对比（2022-2024 年）

主要企业简介

• 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.

结论和建议

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