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Marketers worldwide prefer display advertising over search advertising at roughly the same rate as in the US. Retail media, meanwhile, is even more prevalent on a global scale than it is in the US—although this is mostly due to China’s outsize weight. Display advertising is more popular—and slightly faster growing—than search advertising. Both leading digital formats will see healthy growth.

And not far behind, display advertising secures 22.5% of the budget. Notably, digital out-of-home (DOOH) makes a strong showing, indicating a blend of digital innovation with traditional advertising methods. Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

Several factors will fuel digital advertising’s momentum, including a mobile-first approach to ad buying and robust spending on display ad formats like video and social media. Retail media will take digital ad spending to new heights. Advertisers will spend nearly $2 billion on the category this year, and we expect outlays in the region to more than double in size between 2025 and 2028.

Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.

Programmatic advertising digital display ad spend will make up 90% of digital display ad spend in the US this year, and that share is growing, according to our forecast. Most of the $132.96 billion in spend will go to video, but non-video ads still make up a large portion. Here are five charts summarizing where programmatic ad spend is headed and the identity challenges it faces right now.

Next year, we expect nearly 92% of total display ad spend to be transacted programmatically, reaching $175.58 billion. However, signal loss and privacy regulations are making the programmatic landscape more difficult to navigate, according to our report, The Privacy-First Programmatic Opportunity.

National CineMedia (NCM) announced Monday that it will sell movie screen inventory programmatically starting in Q4 of this year. Most US programmatic display ad spend growth comes from video, which will grow 30.2% between 2023 and 2025 for a total of $96.98 billion, per our forecast. NCM wants in on that growth.

Programmatic advertising will account for 91.3% of US digital display ad spend this year, or a total of $157.35 billion, per our December 2023 forecast. Last week, advertisers at Programmatic I/O discussed where those ad dollars are headed and how programmatic advertising is changing. From ad spend waste to the expansion of retail media, here are three big trends discussed at the event.

Ad revenues outlook declining amid economic uncertainty: The latest Magna ad sales forecast indicates several factors are at play in the downturn.

Digital ad spending growth in Canada is being driven in large part by a host of industries. Our rankings show that retail and consumer packaged goods continue to have the most ad spending share.

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

But the judge said, Google does not have a monopoly in the general market for display ads online. This is the second antitrust case Google has lost in the past eight months after it was ruled the company had an illegal monopoly on online search. Google will appeal the decision. If it loses, the judge will move to figuring out which penalties or remedies to impose. Evelyn.