蘑菇AV

MFA sites still plague open web exchanges: AI allows bad actors to rapidly produce fraudulent websites and use bots to drum up fake pageviews, muddying the ad ecosystem.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

Search and advertising come under fire as the CMA takes a proactive approach to regulation while the US DOJ focuses on punitive remedies.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Digital Ad Spending Benchmarks. Digital Ad Spending at a Glance. Digital Ad Spending. Digital Ad Spending, by Format. Digital Ad Spending, by Channel. Digital Ad Spending, by Device. Digital Ad Spending, by Industry*. Digital Ad Revenues, by Company. Search Ad Spending Benchmarks. Search Ad Spending. Search Ad Spending, by Device. Search Ad Spending, by Format. Search Ad Revenues, by Company.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

US OOH ad spending will total $9.43 billion this year, up 3% from 2024, per our November 2024 forecast. Much of that growth comes from DOOH advertising, which will rise 11.5% this year to $3.54 billion. Traditional OOH will make up a larger share of overall OOH spending at $5.9 billion, but its share will decline 1.5% this year.

With 65.9% of digital ad dollars spent in the US this year going to mobile, according to our March 2024 forecast, brands must find ways for their mobile ads to stand out. Interactive ads can do that for brands, but the successful types vary between industries.

Programmatic鈥檚 share of the US display ad market continues to inch upward, despite ongoing disruption from privacy changes. This deck will:. Contextualize programmatic ad spending growth. Explore major challenges shaping programmatic budget allocations. Examine the position of retail media in the programmatic ecosystem.

Drugmakers have already been growing their digital ad spending over the years: We forecast that pharma companies will spend just over $20 billion on online marketing in 2025. Editor鈥檚 note: This article is part of a series on how the incoming Trump administration will affect key sectors of retail, marketing, tech, and finance.

Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.

Comcast鈥檚 streaming ad platform aims for SMBs: Universal Ads will launch with partners like Roku and WBD as competition for SMBs increases.

Programmatic will account for more than 9 in 10 display ad dollars in the US this year. But programmatic advertisers and publishers face new challenges as they adapt to signal loss from data protection legislation and other privacy changes from browsers and operating systems.

CPG digital ad spending growth in 2024 will beat the average across industries.

We expect influencer marketing spending in the US to reach $9.29 billion in 2025, up 14.2% YoY. That growth rate will outpace both digital鈥檚 and social鈥檚 ad spend growth in the US鈥攖hough influencer marketing鈥檚 share of marketing dollars will remain significantly smaller.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

For the second year in a row, the US CPG industry will increase its digital ad spending more slowly than most other industries. However, a major growth rebound is in the cards for 2024.

Click here to view our full forecasts for retail media ad spending and digital ad spending in the US. By 2027, the majority of incremental dollars spent on digital advertising will come from retail media. Retail media鈥檚 share of incremental spending in digital advertising will increase to 60% in 2028.