MediaRadar, an advertising sales intelligence platform, announced the results of its latest “MediaRadar Trend Report,” examining programmatic native advertising spending in 2016. For the report, MediaRadar analyzed programmatic native adoption over the last 12 months, identifying the number of brands buying programmatic native ads through popular exchanges, such as Nativo, TripleLift, Sharethrough, Unruly, and Bidtellect.
With its analysis, MediaRadar found:
- More Than 4,000 Advertisers: In 2016, 4,182 unique advertisers bought programmatic native across programmatic native exchanges.
- Adoption Grew 86% by Year’s End: Programmatic native surged throughout the year. The total monthly brands buying campaigns increased by 86% from 593.4 in January to 1,133, by November. In Q1 of 2016, on average, 726.3 brands bought campaigns each month. In Q4 of 2016, on average, 1,094.3 brands bought campaigns per month.
- Still, Penetration Remains Low: In 2016, according to MediaRadar data, 50,605 advertisers placed online ads on just the top-200 largest publishers alone. As a point of comparison, if 4,182 unique advertisers from that group purchased programmatic native, then, on the year, programmatic native adoption among advertisers sat at just 8%.