Display Ads vs Native Ads: Which Pays Better in Europe?

Introduction

For European publishers and bloggers, monetization is no longer about whether to run ads, but about which ad format delivers the highest revenue. In 2025, advertisers across Europe are investing heavily in programmatic advertising, and two major formats dominate the landscape: display ads and native ads.

But the big question remains: Which pays better in Europe — display ads or native ads?

In this comprehensive guide, we’ll compare display ads vs native ads, explore average CPM and RPM rates across Europe, highlight best-performing niches, and help you choose the right format to maximize your revenue.

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Understanding the Basics

What Are Display Ads?

• Definition: Standard visual ads such as banners, skyscrapers, and rectangles placed on websites.

• Formats: Banner ads, sidebar ads, leaderboard, skyscraper, interstitials.

• Strengths: High visibility, brand recognition.

• Weaknesses: Ad blindness, lower engagement rates.

What Are Native Ads?

• Definition: Ads designed to blend with the look and feel of website content.

• Formats: In-feed ads, content recommendations, sponsored posts.

• Strengths: High engagement, non-intrusive, better CTR.

• Weaknesses: Can require editorial integration, more setup.

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Market Trends in Europe (2025)

1. Display Ads in Europe

   • Strong in programmatic exchanges like Google AdSense, Criteo, and Mediavine.

   • CPM rates vary from €5–€15 for lifestyle to €20–€40 for finance and tech blogs.

2. Native Ads in Europe

   • Driven by platforms like Taboola, Outbrain, MGID, Revcontent.

   • CPM ranges between €8–€20, but CTRs are significantly higher than display ads.

   • Best-performing niches: finance, health, SaaS, lifestyle products.

3. Regulatory Influence (GDPR)

   • Both ad types must comply with GDPR consent requirements.

   • Native ads are generally perceived as more user-friendly and less intrusive.

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RPM & CPM Comparison in Europe

Format	Average CPM (€)	Average RPM (€)	Best Niches
Display Ads	€5 – €40	€4 – €15	Finance, Tech, Travel
Native Ads	€8 – €25	€6 – €20	Finance, Health, SaaS

👉 Key Insight: While display ads often have higher CPM for premium niches, native ads deliver better engagement and RPM due to higher click-through rates.

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Which Niches Pay Better in Europe?

High-Performing Niches for Display Ads

• Finance (loans, insurance, fintech) → CPM up to €40.

• Tech reviews → CPM €20–€35.

• Travel & tourism → CPM €15–€25.

High-Performing Niches for Native Ads

• Health & wellness → CTRs 2–3x higher than display.

• SaaS & startups → Native ads convert better for B2B.

• Lifestyle & beauty → Native blends seamlessly with editorial content.

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Case Studies

Case 1: German Finance Blog

• Display Ads Only: €18 CPM, €12 RPM.

• With Native Ads: €15 CPM, but CTR lifted RPM to €20+.

• Result: Native ads outperformed in net revenue.

Case 2: French Travel Website

• Display Ads: €12 CPM.

• Native Ads: €10 CPM but 3x CTR → Higher effective RPM.

• Conclusion: Native ads boosted monetization.

Case 3: UK Tech Publisher

• Display Ads: €25 CPM, stable revenue.

• Native Ads: €18 CPM, but higher conversions.

• Final Setup: Used both formats via header bidding + content recommendation widgets.

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Pros and Cons of Each Format

Display Ads

✅ Easy to implement
✅ High CPM for premium niches
✅ Works well with Google AdSense & Mediavine
❌ Ad fatigue & blindness
❌ Lower engagement

Native Ads

✅ Higher engagement & CTR
✅ Better user experience
✅ Strong for affiliate-style content
❌ Requires quality editorial content
❌ Lower CPM for generic niches

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Best Ad Networks for Display Ads in Europe

1. Google AdSense – Best for beginners.

2. Mediavine – High RPM for lifestyle & travel blogs.

3. AdThrive – Premium network for large publishers.

4. Ezoic – AI-based testing, strong in EU markets.

5. Criteo – Known for retargeting ads in retail & travel.

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Best Ad Networks for Native Ads in Europe

1. Taboola – Leader in content recommendation.

2. Outbrain – Strong in EU media publishers.

3. MGID – Flexible targeting, GDPR-compliant.

4. Revcontent – High CTR for lifestyle niches.

5. Nativo – Premium native ad solution for enterprise publishers.

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How to Maximize Revenue

1. Combine Display + Native

   • Use header bidding for display + Taboola/Outbrain for native ads.

2. Test Layouts

   • In-content native ads outperform sidebar placements.

3. Focus on High-Value Niches

   • Finance, SaaS, Tech, Health → best for EU monetization.

4. Ensure GDPR Compliance

   • Use Consent Management Platforms (CMPs) like Quantcast or OneTrust.

5. Leverage Affiliate + Native Hybrid

   • Native ads with affiliate offers (loans, SaaS, health products) can outperform CPM-based ads.

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Final Verdict

• Display Ads: Better for brand advertisers, high CPM in finance & tech.

• Native Ads: Better for engagement & affiliate-style monetization, especially in health, SaaS, lifestyle niches.

👉 The best strategy for EU bloggers in 2025 is a hybrid model — leverage display ads for stable CPM and native ads for higher CTR & RPM uplift. Read More