Native Advertising Statistics 2026: What 1,041,637 Tracked Ads Tell Us

Most native advertising statistics pages recycle the same decade-old survey findings ("70% of people prefer to learn about products through content"). This one doesn't. Every number below comes from live ad capture: as of July 2026 (refreshed in late July), OpenAdLibrary monitors 50 native ad networks via direct API collection and tracks 1,041,637 creatives from 36,009 advertisers, with 1,975,205 landing page captures and 10,751,604 ad observations behind them. These are counted ads you can individually inspect, not survey estimates.

Cite freely with attribution ("OpenAdLibrary, July 2026"). Each stat is written to stand alone, so you can lift a single sentence with its number intact. A methodology section with caveats is at the end; the macro narrative lives in our companion State of Native Advertising 2026 report.

The page covers six dimensions: headline totals, per-network volumes, the vertical mix, creative churn and lifespans, the longest-running ads currently live, and capture depth — followed by two externally sourced market-size figures for context. Everything else you read about native advertising volume is either a survey, a vendor claim, or an extrapolation; these are counts.

Headline statistics#

1. OpenAdLibrary's index tracks 1,041,637 native ad creatives as of July 2026 (OpenAdLibrary, July 2026).
2. 615,327 native ad creatives were live within the last 30 days — 59.1% of everything ever tracked (OpenAdLibrary, July 2026).
3. 489,511 new native ad creatives entered circulation in the last 30 days — roughly 16,300 per day (OpenAdLibrary, July 2026).
4. The tracked creatives belong to 36,009 distinct resolved advertisers — an average of roughly 29 creatives per advertiser (OpenAdLibrary, July 2026).
5. The index spans 50 native ad networks, from Taboola and Outbrain to the Microsoft Audience Network, MGID, Revcontent, MediaGo and Yahoo (OpenAdLibrary, July 2026).
6. 1,975,205 landing pages have been captured by following ad click chains to their true destinations — about 1.9 landing captures per creative (OpenAdLibrary, July 2026).
7. 10,751,604 individual ad observations (sightings of a creative in a live feed) back the index — an average of 10.3 observations per creative, and the raw material for every lifespan figure below (OpenAdLibrary, July 2026).

Network volumes: who fills the feeds#

8. Taboola is the largest native network in the index: 352,392 creatives tracked, 254,020 of them live in the last 30 days — a 72.1% live share (OpenAdLibrary, July 2026).
9. The Microsoft Audience Network is a close second on library size — 332,883 tracked creatives — but only 132,784 (39.9%) were live in the last 30 days, the lowest live share among the majors, reflecting a feed that swaps creatives out fast. (Deep dive: MSN native ads guide.)
10. Outbrain (now Teads) accounts for 150,462 tracked creatives, 91,668 of them live in the last 30 days (OpenAdLibrary, July 2026).
11. MGID accounts for 96,139 tracked creatives, 59,604 live in the last 30 days (OpenAdLibrary, July 2026).
12. Revcontent accounts for 23,040 tracked creatives, 15,891 live in the last 30 days (OpenAdLibrary, July 2026).
13. Yahoo native accounts for 14,389 tracked creatives, 12,473 live in the last 30 days — an 86.7% live share, the most stable creative pool of any major network (OpenAdLibrary, July 2026).
14. MediaGo, Baidu's international native DSP, accounts for 7,002 tracked creatives, 797 live in the last 30 days (OpenAdLibrary, July 2026).
15. Taboola and Microsoft together hold 685,275 tracked creatives — 65.8% of the entire index — and the top three (adding Outbrain) push that to 80.2% (OpenAdLibrary, July 2026).

The remaining 43 monitored networks — long-tail exchanges and regional players — account for the balance of the index (65,330 tracked creatives between them).

Vertical mix: what native ads sell#

Vertical shares below are of classified creatives — 182,082 creatives index-wide carry a vertical classification as of July 2026.

16. Health is the #1 native advertising vertical, at 14.1% of classified creatives (OpenAdLibrary, July 2026).
17. Insurance is #2 at 10.8% and finance #3 at 10.2% of classified creatives — together a 21.0% money bloc, concentrated on premium-publisher networks. (Live examples: finance native ads.)
18. On Taboola the tilt is stronger: health is 19.2% of the network's 82,142 classified creatives, with insurance at 11.4% and finance at 10.0% — nearly two in five classified Taboola ads sell health, insurance or finance (OpenAdLibrary, July 2026).

The "nutra owns native" folklore does not survive contact with classification data: regulated, compliance-heavy verticals — health, insurance, finance — top the channel, as we showed in our vertical deep-dive.

Creative churn: how fast native ads die#

The most misunderstood numbers in native. We track first-seen and last-seen dates for every creative; the survival curve is brutal:

19. 59% of native ad creatives are never seen again after their first day in the feed (OpenAdLibrary, July 2026).
20. Only 25.2% of native ad creatives survive at least 7 days — barely one in four makes it a week (OpenAdLibrary, July 2026).
21. Just 10.7% of native ad creatives survive at least 30 days (OpenAdLibrary, July 2026).
22. The average observed lifespan of a matured native creative is 7.1 days (OpenAdLibrary, July 2026).
23. A creative still running after a month is in roughly the top tenth of all native ads — which is why days-running is the single strongest public signal that an ad is profitable. (Method: ad longevity as a winning signal; how to apply it: finding winning ads.)

Important caveat: our current tracking window opened on June 2, 2026, so all longevity figures are "at least N days" — a creative shown as running 30 days has run at least 30 days, and the long-run shares will keep firming up as the window extends. The die-fast finding is robust; the tails are floors, not ceilings.

The longest-running ads currently live#

Because the window opened June 2, 2026, the maximum observable run at this snapshot is roughly eight weeks — and several networks have creatives pinned at that ceiling:

24. The longest-running native ads currently live on the Microsoft Audience Network and Outbrain have each been running for at least 56 days (OpenAdLibrary, July 2026).
25. Taboola, MGID, Revcontent and MediaGo each carry current creatives running at least 55 days — effectively the full observable window (OpenAdLibrary, July 2026). Every major feed has an evergreen core that predates our window and simply refuses to die; we profile those survivors in the longest-running native ads.

Advertisers and the long tail#

Concentration is real but not extreme: with 36,009 advertisers behind 1,041,637 creatives, the median advertiser is small, and the channel remains a long-tail marketplace. What the resolved-advertiser view reveals is a visible layer of portfolio operators — comparison shops, search-arbitrage buyers and insurance lead-gen — running creatives at industrial scale across multiple networks at once, side by side with consumer brands. Grouping creatives by resolved advertiser rather than by the brand label painted on the card is what makes that economy legible; the full rankings and per-advertiser drill-downs live in top native advertisers by network and who advertises on Taboola.

Capture depth#

26. Each tracked creative is backed by an average of 10.3 live-feed observations (10,751,604 observations across 1,041,637 creatives) — the repeated sightings that make first-seen/last-seen lifespan measurement possible (OpenAdLibrary, July 2026).
27. Landing pages outnumber creatives: 1,975,205 landing captures against 1,041,637 creatives (~1.9x), because the same creative frequently rotates through multiple pre-landers and tracker destinations (OpenAdLibrary, July 2026). Captured landing pages also power our copycat landing-page detection, which flags pages that substantially clone another brand's page.

Industry context (external sources)#

For sizing the market around these observations, two third-party forecasts are worth citing alongside our capture data:

28. US native display ad spending is forecast to grow 13.1% in 2026 to $147.98 billion, per eMarketer's December 2025 forecast.
29. The global native advertising market is estimated at $125.6 billion in 2026, per Future Market Insights' 2026-2036 outlook — with the usual spread across research houses (Market Research Future, for comparison, models ~$125 billion for 2025 growing at ~12.4% CAGR).

We treat external market-size figures as context only; every other number on this page is first-party capture data.

What the 2026 data actually means#

Five takeaways that don't show up in survey-based stat pages:

• Native is a churn machine with a small evergreen core. Nearly six in ten creatives are never seen again after day one, and the average mature creative lasts 7.1 days — yet every major network carries ads that have run the full observable window. The ~11% that survive a month are where the validated angles live, which is why sorting by longevity beats sorting by recency for finding winning ads.
• Two networks are most of the channel. Taboola and the Microsoft Audience Network hold 65.8% of all tracked creatives between them — and Microsoft's enormous feed still has no official ad library, making it the largest under-researched pool of native inventory in the market.
• The money verticals run the feed. Health, insurance and finance — the three most compliance-constrained categories in advertising — top the classified mix at 14.1%, 10.8% and 10.2% respectively. Native's premium-publisher placements are exactly where regulated advertisers can defend their media buying.
• Native is bigger than the English-language bubble. Capture across multiple geos and device profiles keeps surfacing large non-English creative pools — a genuinely under-used research edge for scaling into new geos.
• Any static snapshot of this channel is stale in weeks. With ~16,300 new creatives arriving per day and a 59% day-one death rate, competitive research built on screenshots or quarterly reports is structurally behind. Continuous capture isn't a nice-to-have for this channel; it's the minimum viable methodology — and it's why the spy-tool category exists at all.

For media buyers, the actionable summary is shorter still: pick networks by where your vertical already concentrates, judge competitors by creative survival rather than creative volume, and treat the Microsoft feed as the biggest research blind spot in native right now.

Methodology#

What OpenAdLibrary captures. OpenAdLibrary continuously collects native ad creatives (image, headline, brand label), placement observations, and click-chain data from 50 native advertising networks, including Taboola, Outbrain/Teads, the Microsoft Audience Network, MGID, Revcontent, MediaGo and Yahoo. Collection is API-based — we request the same ad feeds publishers' pages request, across desktop, Android and iOS device profiles and multiple geos — rather than screenshot-scraping rendered pages. Click chains are unwrapped through tracker redirects to resolve the true advertiser and landing page; landing pages are captured and stored (1,975,205 captures to date).

Snapshot and windows. All figures are a July 2026 snapshot, refreshed in late July. The current tracking window opened on June 2, 2026; "live" counts creatives observed in the trailing 30 days, and all longevity figures are therefore "at least N days" — lower bounds, not exact lifespans. Advertiser identity is resolved by unwrapping tracker redirects and deduplicating brand labels, so "36,009 advertisers" counts entities, not display names.

Caveats. (1) Creative counts measure creative production, not spend — high-rotation advertisers weigh more than steady ones. (2) The tracking window began June 2, 2026, so lifespan tails are conservative floors. (3) Vertical shares are of classified creatives only — 182,082 creatives carry a classification (verticals are assigned from traced landing pages, resolved advertisers, copy and imagery), not the full index. (4) Geo coverage follows our monitored markets and expands over time; per-network shares can shift as coverage does. (5) Per-network live shares depend on each network's capture cadence as well as real feed turnover.

Verification. Every statistic on this page can be reproduced in the product: browse the index with network, vertical and longevity filters, or start free (200 ads, no card). The individual creatives cited across our example galleries — Taboola, finance — are inspectable the same way, image by image. Journalists and researchers: cite as "OpenAdLibrary, July 2026" and link this page; for programmatic access see our native ad data API. We refresh this page as the observation window lengthens, so bookmark the URL rather than the numbers.