Top Native Advertising Platforms For Publishers [2025]

As a publisher, choosing the right native advertising platforms can mean the difference between steady revenue growth and missed opportunities. Native ads are more than just an alternative to traditional display ads—they’re a way to integrate relevant, engaging content into your site while maintaining a seamless user experience.

But with so many platforms out there, each offering unique features and capabilities, where should you start? In this guide, we’ll break down the top native advertising platforms, showing you which ones could integrate seamlessly into your site. Whether you’re looking to maximize engagement, monetize effectively, or future-proof your strategy, this list will help you find the perfect fit.

• TripleLift
• AdYouLike
• Amazon
• Criteo
• Teads
• Nexxen (Unruly)
• Google
• Equativ
• MediaNet
• Nativo
• Rise
• OptiEngage

What Is Native Advertising?

Native advertising is all about subtlety. Instead of standing out like a flashing neon sign, native ads blend seamlessly into the content around them. They match the look, feel, and format of a website, making them feel more like part of the user experience than a traditional ad.

For example, imagine scrolling through your favorite news site. You spot a story labeled “Sponsored,” but it looks just like the other articles on the page. That’s a native ad—designed to inform, engage, and feel natural in its environment.

What Makes Native Ads Different?

The key is in the name: native. These ads adapt to their surroundings, whether they’re sitting in a content feed, appearing as recommended reading, or embedded within an article. The goal is to deliver promotional content without interrupting the user’s experience.

Think of it like this:

• Traditional banner ad: Like a pop-up street performer grabbing attention with bold tricks.
• Native ad: More like a musician playing in the background, adding to the atmosphere without breaking your focus.

Common Native Ad Formats

There are several ways native ads can show up on a site. Here are some examples publishers might encounter:

• Sponsored Articles: These look like editorial content but are paid promotions. They typically provide value by entertaining or informing the audience while softly promoting a product or service.
• In-Feed Ads: These appear as part of a website’s main content feed, looking like another post or story. Social platforms like Facebook and Instagram are packed with these.
• Recommendation Widgets: You’ve seen those “You Might Also Like” or “From Around the Web” sections at the bottom of articles. Many of those are native ads, offering related content that aligns with the user’s browsing journey.

Native ads don’t shout—they whisper. And that’s why they work. They’re engaging without being annoying, and they offer value without pulling users out of their flow

How Do Native Ads Work?

Native ads work by seamlessly integrating promotional content into a website’s layout and delivering it to the right audience using advanced targeting tools. They’re designed to match the look and feel of the surrounding content, making them less disruptive and more engaging.

Here’s a breakdown of how that happens behind the scenes:

Step 1: Creating the Native Ad

The process starts with the advertiser. They create an ad that looks and feels like the content on the publisher’s website. This means designing the right headline, image, and description to match the site’s style. Think of it like a guest at a dinner party—they show up dressed for the occasion, blending right in with the crowd.

But there’s a fine line to walk. The ad needs to stand out just enough to grab attention without disrupting the reader’s experience. This is where publishers play a key role in approving ads that fit their audience and brand identity.

Step 2: Serving the Native Ad

Once the ad is ready, it needs to find its way to the right user at the right time. That’s where ad tech platforms step in. Native ads are often delivered through programmatic advertising channels, meaning the process is automated. These platforms match the ad to available placements across different sites, ensuring it appears where it’s most relevant.

Here’s the magic part: Instead of one-size-fits-all ads, native ads adjust to match the website they’re on. For example, the same ad might look slightly different on a news site versus a lifestyle blog, ensuring a seamless user experience.

Step 3: Targeting the Right Audience

Native ads are only effective if they’re shown to people who are likely to care about the content. That’s where data comes into play. Publishers and advertisers use audience data—like browsing behavior, location, and interests—to ensure the ad reaches users who are most likely to engage.

It's a bit like matchmaking. The ad isn’t just showing up randomly; it’s appearing in front of users who are already interested in the type of content it promotes.

Types of Native Advertising

Native ads aren’t a one-size-fits-all solution. Publishers have a variety of formats to choose from, depending on their content strategy and audience preferences. Below are some of the most common types of native ads and where they work best.

1. In-Feed Ads: Seamlessly Blending into Content Feeds

In-feed ads appear as part of a website’s content feed, mimicking the look and feel of other articles or posts. You’ll often see these on news sites, blogs, or social media platforms.

Where to Use It: In-feed ads work best for publishers who want to keep their user experience smooth and uninterrupted. They’re great for sites with continuous scroll feeds, like blogs or news aggregators, where users expect to see a mix of content types.

2. Sponsored Content: Telling a Story with a Brand Message

Sponsored content is paid content that looks like a regular article or video on a website. It’s usually labeled as “Sponsored” or “Promoted” to maintain transparency, but it provides value by informing or entertaining the audience.

Where to Use It: Sponsored content is ideal for publishers who want to offer in-depth storytelling opportunities to advertisers. It’s commonly found on editorial sites that publish long-form articles.

3. Recommendation Widgets: Encouraging Further Exploration

Content Recommendations widgets are those “You Might Also Like” or “From Around the Web” sections at the bottom of articles. These widgets promote additional content, some of which is native advertising.

Where to Use Them: Recommendation widgets are perfect for publishers looking to increase session duration and keep users engaged. They help drive traffic to other pages while subtly promoting sponsored content.

4. Custom Content: Building a Unique User Experience

Custom native ads go beyond traditional formats to create something entirely tailored to the publisher’s website. These can include branded videos, interactive quizzes, or even co-branded content hubs.

Where to Use It: Custom content works well for publishers who want to offer premium ad experiences. It requires more effort to create but can deliver higher engagement rates.

What Native Units Are Best for Your Site?

With so many types of native ads to choose from, you might wonder: Which one will deliver the best results for my site? The truth is, it depends on your content, audience, and revenue goals. Let’s break down how different native units can serve specific publisher needs.

3 Types of Programmatic Native Advertising Platforms

Programmatic native advertising relies on three main platforms working together to connect advertisers, publishers, and audiences: Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and Ad Exchanges. Here’s a quick breakdown of their roles:

1. Demand-Side Platforms (DSPs)

DSPs help advertisers purchase native ad placements across multiple websites by automating the buying process. Advertisers upload their ads, set targeting criteria, and bid on available ad inventory in real time.

2. Supply-Side Platforms (SSPs)

SSPs are tools publishers use to manage and sell their ad inventory efficiently. They connect publishers’ available placements with DSPs, making sure ads meet quality standards and revenue goals.

3. Ad Exchanges

Ad Exchanges act as the marketplace where DSPs and SSPs meet. They handle real-time bidding (RTB) auctions, matching ads with placements in milliseconds.

How They Work Together

1. Advertisers use DSPs to target and bid on ad placements.
2. Publishers use SSPs to manage and optimize their inventory.
3. Ad Exchanges connect the two, facilitating seamless transactions.

At Snigel, we simplify this complex ecosystem for publishers. By managing your SSP setup, optimizing inventory, and ensuring seamless integration with DSPs and Ad Exchanges, we help you unlock the full potential of your native ad strategy. Our hands-on approach ensures your setup is always fine-tuned, so you can focus on growing your site and engaging your audience.

Top Native Advertising Platforms for Publishers

With so many native advertising platforms available, it can be challenging to determine which one best suits your site’s needs. Instead of a one-size-fits-all ranking, we’ve categorized these platforms based on their strengths, helping you quickly identify the right fit for your content strategy and goals.

Whether you’re focused on running visually stunning ads, driving e-commerce conversions, or maximizing engagement through video, these platforms can help you achieve success in 2025:

• TripleLift
• AdYouLike
• Amazon
• Criteo
• Teads
• Nexxen (Unruly)
• Google
• Equativ
• MediaNet
• Nativo
• Rise
• OptiEngage

Platforms for Visual Experience

These platforms excel at creating visually engaging, seamless native ads that integrate naturally with your site’s design.

• TripleLift
  TripleLift is known for its programmatic native and video ads that prioritize aesthetics and performance. Publishers can expect ads that feel like an organic part of their site, improving user engagement without compromising the design.
• AdYouLike
  AdYouLike uses AI to create highly customizable native ad experiences. It’s perfect for publishers who want flexibility and polished, creative campaigns that stand out.

Platforms for E-Commerce and Personalization

Ideal for publishers looking to monetize e-commerce or serve ads tailored to user behavior.

• Amazon
  Amazon’s native ads tap into its extensive product inventory and user data. Publishers in retail-focused niches can use this platform to promote highly relevant products, driving clicks and conversions.
• Criteo
  Criteo specializes in personalized native ads powered by AI. By tailoring recommendations based on user behavior, it’s an excellent choice for publishers looking to boost e-commerce performance.

Platforms for Video and Engagement

These platforms focus on video and interactive formats to captivate users and increase engagement.

• Teads
  Teads is a leader in out-stream and in-read video ads, offering high-performing formats that don’t disrupt the user experience. Its solutions are ideal for publishers seeking to maximize revenue through video content.
• Nexxen (Unruly)
  Nexxen stands out for its emotionally engaging, interactive video ads. Publishers can use its formats to create a more immersive experience for their audiences.

Platforms for Programmatic Power

Built for scalability and automation, these platforms provide robust programmatic solutions.

• Google
  Google Ad Manager offers versatile native ad formats that are easy to implement and scale. It’s a trusted choice for publishers of all sizes seeking reliable programmatic solutions.
• Equativ
  Equativ combines programmatic native ads with header bidding to maximize revenue. It’s particularly suited for large publishers managing significant ad inventory.
• MediaNet
  MediaNet provides contextual and native ad solutions backed by Bing Ads integration. It’s a straightforward option for small-to-medium publishers.

Platforms for Versatility and Scalability

These platforms cater to a wide range of publishers, offering flexible tools to meet diverse needs.

• Nativo
  Nativo delivers scalable solutions for sponsored content and in-feed ads. It’s a strong choice for publishers looking for premium native ad campaigns without sacrificing scalability.
• Rise
  Rise focuses on native video and display ads, offering tools designed to increase engagement and revenue. It’s a great fit for publishers experimenting with video content.
• OptiEngage
  OptiEngage specializes in dynamic native ad formats inspired by social media "stories." It’s ideal for publishers seeking innovative, engaging ways to enhance user experience while driving revenue.

How to Choose the Right Native Advertising Platform

Not all native advertising platforms are created equal, and finding one that fits your website’s needs is key to maximizing revenue without compromising user experience. Some platforms are better at delivering visually engaging ads, while others specialize in e-commerce or video formats. By focusing on what matters most—like targeting capabilities, reporting tools, and ease of use—you can choose a platform that aligns with your goals.

Here’s a step-by-step guide to help you make the best decision for your site.

Step 1: Define Your Goals

Before diving into platforms, ask yourself what you want to achieve:

• Are you looking to increase page views or session duration?
• Do you want to maximize video ad revenue?
• Are you focused on driving e-commerce conversions?

Identifying your priorities will narrow your options and guide your decision-making.

Step 2: Assess Targeting Capabilities

Native ads work best when they reach the right audience. Look for platforms with robust targeting options, such as demographic data, user behavior, and contextual relevance. Platforms like Criteo and Amazon are particularly strong in this area.

Step 3: Consider Ease of Use

A platform’s usability can make or break your experience. Opt for a solution with an intuitive interface and seamless integration with your existing setup. Google Ad Manager, for instance, is well-known for its accessibility.

Step 4: Evaluate Reporting and Insights

Data-driven decision-making is crucial for optimizing your native ad strategy. Ensure the platform provides detailed analytics on impressions, clicks, engagement, and revenue performance. Platforms like Nativo and Teads excel in offering actionable insights.

Step 5: Check Compatibility with Your Site

Your site’s design and structure should complement the native ad formats offered by the platform. For example:

• In-feed ads are great for sites with continuous scrolls.
• Out-stream video ads work well on pages with minimal distractions.

Step 6: Research Revenue Potential

Different platforms may offer varying revenue opportunities based on their inventory and advertiser relationships. Look for platforms that align with your audience’s value to advertisers, such as TripleLift for visually appealing campaigns or Equativ for programmatic efficiency.

Step 7: Test and Iterate

Choosing a platform isn’t a one-time decision. Test a few options, compare their performance, and optimize your setup based on results. Many publishers find value in combining multiple platforms to diversify their revenue streams.

Summing it up

From understanding what makes native ads unique to exploring the top platforms available, you now have a solid foundation to navigate this powerful monetization strategy.

The key takeaway? Native advertising isn’t just about the ads—it’s about how those ads fit seamlessly into your site, complementing your content and engaging your audience. With the right approach, native ads can enhance your site’s value while supporting your growth goals.

Now it’s your turn to put this knowledge into action and make native advertising work for you. If you’re looking for expert support in optimizing your native ad setup, Snigel’s team is here to help. Let’s work together to unlock your site’s full revenue potential.