These markets are regaining momentum after inflation and an energy crisis depressed ad spending growth in 2022 and 2023. Meanwhile, Canada will see the slowest growth in programmatic display ad spending in 2025. Advertisers there are adjusting to a slumping economy and increased ad costs from the Digital Services Tax, which went into effect in June 2024.
In ad spending, we forecast linear TV will receive about double the number of ad dollars as CTV in 2024. This means that CTV generates more ad revenues per hour than linear TV.