Adoption of programmatic native advertising grew by 86% in 2016, according to the latest trend report released this week by the sales intelligence platform MediaRadar.
Between Q1 and Q4 2016, the number of brands buying programmatic native campaigns increased from 726.3 to 1,094.3 on average per month. MediaRadar found that in total, 4,182 individual advertisers bought programmatic native advertising in 2016.
Overall penetration remains relatively low, however. The report found that 50,605 advertisers bought space on the top-200 largest publishers online in 2016, with the 4,182 brands that bought programmatic native over the same period comprising only 8% of that volume.
“The category is still quite small when compared to the overall digital market,” stated Todd Krizelman, CEO & Co-Founder of MediaRadar. “Still, if you’re running a programmatic native exchange, given the surge in adoption from Q1 to Q4, this is really encouraging news. There is a lot of opportunity still left to pursue and plenty of headroom for future growth.”