1. Creative lifespan by network
Median confirmed lifespan (first-seen to last-seen) for creatives observed running at least one day, by network. Overall median: 10 days.
- RevContent: median 25 days, 90th percentile 49 days, longest observed 58 days.
- Taboola: median 11 days, 90th percentile 51 days, longest observed 60 days.
- Outbrain: median 7 days, 90th percentile 33 days, longest observed 60 days.
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
2. Scaling vs Burned-out
Share of all observed creatives by longevity verdict (same logic as the live creative pages). 2.8% are Scaling (fresh and still live) while 17.4% have burned out (ran, then went quiet).
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
3. Vertical mix
Share of creatives by editorial vertical. General is the largest slice at 73%.
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
4. Network share of the observed set
How the observed creatives split across the four networks.
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
5. New-creative velocity by vertical
Creatives first seen in the most recent 7 days of the window, by vertical — where launch volume is concentrated right now. General led with 74,971 new creatives. Total new in the last 7 days: 101,599.
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
6. Landing-page host reuse
Across 549,062 creatives with a resolved advertiser landing-page host (network redirect/CDN/search domains excluded), 98.9% point at a host shared by 5+ other creatives — a strong reuse signal across 8,886 distinct hosts. The most-reused advertiser hosts:
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
7. Advertiser concentration (active set)
Among creatives seen in the last 7 days, the top 10 named advertisers account for 22.3% of the active set (202,270 creatives) — the open native web is more concentrated than it looks.
- brainberries — 11% of the active set.
- herbeauty — 3.8% of the active set.
- visionary-echo — 2% of the active set.
- toppoptoday — 1.3% of the active set.
- map-in-pocket — 1.2% of the active set.
- wondermapped — 0.8% of the active set.
- g-nstig-heizen-de — 0.6% of the active set.
- epicooler — 0.6% of the active set.
Computed over 689,322 creatives observed Apr 11 – Jun 11, 2026. Methodology.
Cite this report
These figures are free to quote with attribution. Please credit mediabuyer.site — State of Native Advertising and, where possible, link to this page. The full underlying data is the open native-ads dataset (CC BY 4.0).
Methodology & limits
Computed from public observation of served native-ad creatives across Taboola, Outbrain, MGID and RevContent over Apr 11 – Jun 11, 2026. This is a sample of the open native web, not a census; it carries no spend, CTR, or ROI. Dates and the window are derived from the data, not the build clock. MGID is excluded from the per-network lifespan figure because its observed records lack confirmed multi-day longevity in this window. See methodology, data dictionary, and limitations.