From 2017 to 2018 there was nearly 50% growth in the number of native ad tech vendors. It went from 272 to 402. Definitions and the methodology of the categories and the project at large can be found here.
Since we’re already in Q2, I thought I’d take a look at the growth of the native advertising technology landscape in just Q1 of this year. In the last three months, the landscape has grown by 48 vendors for a total of 450. That’s nearly a 12% increase since the beginning of 2018.
At that rate of growth, the 2019 vendor landscape will have annual growth of 48%, the exact growth from 2017 to 2018. It’s growing at the same speed in Q1 as in all of 2017. Now let’s explore the vendors that didn’t make the original 2018 native ad tech landscape and the categories they are in. Note: Just because these vendors didn’t make the original 2018 landscape doesn’t mean they didn’t exist in 2017. It just means I discovered them Q1 of 2018.
Programmatic/Networks/SSPs/Exchanges/Platforms
Adiant – Native and non-native advertising units
Adknowledge – Programmatic native and non-native advertising units
Adzerk – Technology platform and APIs for buiding a native ad server
Content Ignite – White label solution to take very own native platform to market. For publishers, advertisers and agencies
DeepIntent – AI-driven native and non-native advertising units. Platform and exchange.
Improve Digital – All-in-one advertising platform for publishers, content providers and broadcasters
IndustryBrains – Premium native ad serving suite for publishers and advertisers
OptiServe – Platform that facilitates the buying and selling of native and non-native inventory from Adiant
RythmMax – Omni-channal exchange for RhythmOne
Revenee – Programmatic native advertising SSP
Solve Media – Native advertising through CAPTCHA
Ströer – Programmatic ad server with both native and non-native capability – Germany, Austria, Switzerland
Yieldlab – Premium native ad serving suite for publishers and advertisers – Native and non-native
Mobile Programmatic/Networks/SSPs/Exchanges/SDKs
Apple News App – Native ad units in the Apple News app
Cheetah Media Link – App monetization and customer acquisition using native units
Glispa – Mobile only programmatic exchange, content discovery and playable creatives
Madgic – Predictive programmatic mobile advertising technology. Connects supply and demand.
Opera Media Works – Acquired by AdColony
Pokkt – Mobile only exchange focused mostly on video and gaming
DSPs/Managed Services Technology
BizzClick – A full-stack programmable advertising platform for native, display, mobile and video
Maximus – Cross-platform native advertising campaign management
Oath – Platform that taps into Gemini and BrightRoll
SoMo Audience – A Self Service DSP created to help set up and run Internet advertising programs. Swipe thru technology.
Mobile DSP
LiquidM – A mobile only self-service DSP
Video Only
Biites – A video marketplace for connecting content, brands and publishers
GothamAds – Video only SSP and DSP
Augmented/Virtual Reality
io – Native ad units and formats with call-to-action and advanced interactivity features support across all major platforms and devices
Social Media
ShareChat – India's fastest growing social network
Amplio – Amazon seller software with white-glove service teams
Ecommerce Search Ad Insight (Kantar Media) – Competitive intelligence tool for monitoring sponsored ads on Amazon
Sellics – It’s an Amazon PPC management software that tracks, analyzes and optimizes for performance
Teikametrics – Software that optimizes sponsored product campaigns on Amazon
Viral Launch – Amazon intelligence and seller platform for startups and enterprises
Blockchain for Native
adToken – The token that powers adChain's technology
ClearCoin – A technology company that powers the real-time buying and selling of media on decentralized applications and the broader digital environment
DATx – Blockchain-powered digital advertising terminal to build native and non-native networks on
IVEP – Blockchain-Based Cross-Platform and Cross-Network Protocol For Audio and Video Content
Market – Connects bloggers and social media influencers with advertisers
WildSpark – Blockchain driven content curation platform that connects creators and advertisers
In-Game
HQ Trivia (Intermedia Labs) – Native advertising in a trivia game app
Playtem – Native advertising in video games
According to ADYOULIKE, global native advertising spend will be $85.5 billion by 2020 and make up 30% of all advertising spending globally. Juxtaposing Q1’s numbers with all of numbers from last year make it clear that the native advertising technology landscape growth isn’t slowing down. The growth is consistent with the growth of last year’s numbers – in fact, it’s exactly the same. Entrepreneurs are jockeying for their piece of the native advertising investment growth.
