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Navigating the Native AdTech Landscape


The AdTech landscape keeps growing with each passing year and shows no signs of slowing down. For the last two years the Native Advertising Institute (NAI) has attempted to map the AdTech landscape—as it has never fully been done before. The 2018 Native Advertising Technology Landscape infographic below breaks down AdTech vendors into 26 subcategories. Keep in mind “native advertising” refers to paid advertising that feels as if it is a natural part of the medium in question. Within each subcategory are a few dozen options, with the total number of vendors topping out at 402 for the year.

To make the list, vendors had to meet two criteria from NAI. First, vendors have to help facilitate, optimize or track native advertising. Second, vendors must meet the NAI’s definition for native advertising, which I listed above.

AdTech Subcategories

The 26 subcategories listed below run the full spectrum of the AdTech landscape, from programmatic ad platforms like Bing Ads to social media ad platforms like Facebook.

It’s worth noting, that there are some vendors that could fall under two or three subcategories but are only listed once. NAI put each vendor in the category that they felt represented the largest value proposition.

This infographic likely doesn’t cover all the native advertising companies in existence. As the industry continues to grow exponentially, there are some companies that might have been created after the research was complete. It will be interesting to compare this year’s list with next year’s to see the growth. Is there a specific subcategory that is growing faster than another? Will overall growth eventually stagnate due to consolidation and acquisitions? Only time will tell.

For now, take a look at the 2018 native adtech landscape. Hopefully, this can act as a resource for you, to help take your company to the next level—whatever that may be.




Eric Vidal
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