More than half of publishers don’t believe that Google and Facebook “own” the digital advertising market. That’s one of the findings of a recent survey conducted by AdsNative, which polled its customer base of 7,500 Web and mobile publishers on the state of native advertising in Q1.
The survey found that 53.9% of publishers don’t believe ad budgets are going to just a handful of players.
Also, 92.3% of those polled saw native ad revenue increase in the last year, 66.7% use data management platforms (DMPs) to allow advertisers to segment by behavioral targeting, 69.2% are getting the most revenue from direct sales, 84.6% do outstream video, and 68.9% are monitoring ad blockers but haven’t been greatly affected by them yet.