What the 2026 Programmatic Advertising Landscape tells us

If you search for “programmatic advertising landscape”, you’ll find some rather interesting maps that exhaustively list the vendors and intermediaries providing digital advertising solutions. These landscapes have been produced for years in several countries around the world. Naturally, they also include Native Ads providers.

Well, in Spain, the format of these landscapes has just changed.

I won’t attach the image of the Native territory or the link to the full map: believe me, it’s easy enough to find with AI or a search engine. But here is the list of Native Ads providers shown in the 2026 edition, in the order in which they appear, together with their stated country:

Nativery — Italy

Taboola — Israel

Outbrain — Israel

MGID — USA

Addoor — Spain

Geozo — Cyprus

NATADS — Belgium

Squid — Sweden

TakeAds — Germany

Teads — France

Verve Group — USA

This is to say: there are many Native Ads options, and the category is becoming increasingly diverse. IAB Spain reported that investment has started to decline slightly, although this might be a temporary issue related to Google discontinuing the “Explore More” ad format, which displayed ads when users hit the back button in their browser.

Taboola was particularly effective at leveraging this format, which delivered good performance for both publishers and advertisers.

However, Native Ads remains a very active industry, and new formats are emerging that can keep delivering strong results. The landscape itself seems to be showing that evolution.

Your thoughts?