Click here to view our full forecast for digital ad spending penetration by country and region. India will lead in digital ad spending growth for many years to come, but a surprising number of advanced economies are also on the high-growth list.
In most major markets鈥擟anada, the US, the UK, and Germany鈥攎obile鈥檚 share of programmatic display ad spending will be slightly larger than its share of total digital spending. That is due primarily to social media鈥檚 influence and is true of our worldwide numbers as well. Out of the markets we track, mobile鈥檚 share of programmatic ad spending will be highest in China this year.
Western European countries like the UK and Germany already have significant retail media markets, and Canada is also starting to embrace the channel. Retail media accounts for well over a fifth of worldwide digital ad spending, but that figure is not representative of most countries.
In the UK, the biggest broadcasters are starting to utilize YouTube as an additional platform for their broadcast content. Channel 4 reported that views of full episodes of its programs on YouTube were up 169% YoY, surpassing 110 million organic views, as of February 2025. YouTube is also looking to 鈥減remiumize鈥� its CTV service.
Retail continues to lead digital ad spending in France, though its share is diminishing as other sectors gain momentum. Overall, digital ad spending is seeing strong growth, driven by an improving economy and increasing investments across industries.