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And then 2024, the social giant achieved 22% growth. Staircase up into the right quite aggressively the last couple of years. Slice of pie is what we're playing throughout the show. We'll start with it for Meta, creating a pie chart as to the three reasons why Meta was able to reach this remarkable rate of ad revenue growth in 2024. Minda, do you want to go first for us? Minda Smiley:. Yeah, sure.

The travel industry set the pace for digital ad spending growth from 2021 to 2023, but its annual increases will now decelerate significantly. Growth will lag the national average for the next two years, though it won鈥檛 collapse entirely.

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

US travel sales will approach $368 billion by 2028. To act on this opportunity, brands and travel industry professionals need to understand online travel research trends and shopper behaviors.鈥�

Digital鈥檚 share of total media ad spending will hit almost 78% in 2024 and exceed even this high number in some industries. This report looks at some factors that correlate with an industry鈥檚 digital spending.

Amazon鈥攖he largest driver of spending in this channel鈥攈as recently seen modest retail media revenue growth relative to its past performance. As a result, we have revised our retail media forecast down from where it was in H1 2024.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

Financial institutions (FIs) will burst through the financial media network (FMN) door first cracked open in 2024. Chase made headlines in April by announcing its new ad business, followed by PayPal in May. They鈥檙e the most high-profile FIs to do so yet, signaling that FMNs could be a meaningful new revenue stream for the financial services industry.