A native ad network is a company that aggregates ad space from many publishers and sells native placements on it to advertisers, handling ad serving, targeting, and payment for both sides. RevContent is a native advertising platform, founded in 2013, whose network connects 1,500+ performance advertisers with 1,000+ direct publishers across 4,000+ sites and 500+ email newsletters.
How a native ad network works
Native ad networks sit between two groups. Publishers supply the audience and the ad space. Advertisers supply the ads and the budget. The network connects them. eMarketer forecasts U.S. native display ad spending will reach $147.98 billion in 2026.[1]
- 1
Publishers join the network.
The network reviews each site, newsletter, or app, then provides ad code that matches the publisher's layout.
- 2
Advertisers create campaigns.
They upload images and headlines, set targeting, and bid per click or per thousand viewable impressions.
- 3
The network reviews the ads.
Ads are checked against content and landing-page policies before they serve.
- 4
Ads serve in real time.
When a reader loads a page or opens a newsletter, the network picks the ad that best fits the placement and the bid.
- 5
Both sides settle up.
Advertisers are billed for clicks or impressions, and the network pays publishers a share of the revenue.
Native ad network vs. ad exchange vs. DSP
| Native ad network | Ad exchange | Demand-side platform (DSP) | |
|---|---|---|---|
| What it is | A network that sells native placements from its own publisher partners | An open marketplace where many buyers bid on many sellers' impressions | Software advertisers use to buy across many exchanges at once |
| Who it works with | Publishers and advertisers directly | Platforms on both sides | Advertisers and agencies |
| Main formats | Native: recommendation units, in-feed, in-newsletter, in-app | Display, video, native | Display, video, native, audio, CTV |
| Publisher relationship | Usually direct | Usually through intermediaries | None; buys through exchanges |
What to look for in a native ad network
Direct supply
Ask how much inventory comes from direct publisher relationships. The ANA estimates $26.8 billion in global programmatic media value is lost each year to supply chain inefficiencies.[2]
Ad review
Check that every ad and landing page is reviewed before it serves.
Invalid traffic controls
Ask how bots and fraudulent clicks are filtered and whether you pay for them.
Channels
Check whether the network covers only websites or also email newsletters, apps, and Apple News.
Disclosure
Native ads in the U.S. must carry a clear label such as "Ad" or "Sponsored."[3]
For publishers
Payment methods, payout minimums, and any traffic requirements.
For advertisers
Minimum budgets, targeting options, and conversion tracking.
Major native ad networks
| Network | Headquarters | Reported scale |
|---|---|---|
| Taboola | New York, New York | 600 million+ daily active users[4] |
| Teads (merged with Outbrain in 2025) | New York, New York | 10,000+ publishers and 20,000+ advertisers[5] |
| MGID | Santa Monica, California | 1 billion+ unique monthly visitors[6] |
| RevContent | Sarasota, Florida | 75 million+ monthly unique users, 4,000+ sites, 500+ newsletters, 700+ Apple News publishers, 1,500+ advertisers |
Each company reports scale differently, so the figures are not directly comparable.
Why publishers and advertisers choose RevContent
- One partnership, four channels: Websites, email newsletters, mobile apps, and Apple News.
- No minimum traffic requirement: A person reviews every publisher application.
- Reviewed ads: Every ad's image, headline, and landing page is checked before it serves.
- Invalid traffic filtering: Bots, data-center traffic, and duplicate clicks are removed before billing.
- Conversion tracking: Pixel or server-to-server postbacks.
Frequently asked questions
Is a native ad network the same as a content recommendation platform?
A content recommendation platform is one type of native ad network. It places sponsored article and product links below or beside publisher content. Many native ad networks also serve in-feed, in-newsletter, and in-app units.
How do native ad networks pay publishers?
Most pay a share of the revenue advertisers spend on clicks or viewable impressions. RevContent pays publishers in U.S. dollars by ACH, PayPal, or wire.
Is Outbrain the same company as Teads?
Yes. Outbrain acquired Teads in 2025, and the combined company now operates as Teads.[5]
Do native ads have to be labeled?
Yes. In the U.S., the FTC requires a clear, prominent disclosure, such as "Ad" or "Sponsored," on any native ad a reader could mistake for editorial content.[3]