蘑菇AV

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥嬧��

Programmatic plays a small but growing role in digital audio services ad spending. Major digital audio platforms are leaning in.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

We expect RMN off-site ad spending in the US to total $10.64 billion this year and to surpass ecommerce channel display ad spending for the first time. In the past year, middlemen with scaled web publisher penetration鈥攊ncluding TripleLift, Criteo, and Button鈥攈ave launched solutions that allow retail media advertisers to put display ads on publishers鈥� sites.

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

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.

The biggest sports channels devote shows to betting odds. It鈥檚 now common for live sports broadcasts to feature gambling lines right on the screen. TV networks and sports leagues have embraced gambling for the financial payoff. They are betting that people who put money on the line will become engaged viewers. But the relationship is an uneasy one.

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.

List of potential TikTok buyers grows while ban looms: The platform is drawing interest from new parties who could keep the key marketing channel afloat for millions of US companies.

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.

Our first-ever worldwide forecast for retail media ad spending shows enduring momentum and lots of good news for Amazon and other ecommerce platforms around the world.

What鈥檚 next for retail media? The rapidly expanding ad channel is facing growing pains as the majority of RMNs struggle to keep pace with Amazon and Walmart.

On-site display ad spending鈥攚hat we refer to as ecommerce channel display ad spending in our forecasts鈥攚ill climb to $9.98 billion in 2024, then grow at least 24% YoY every year through 2028. But off-site display ad outlays will grow faster. Until now, retail media display ad spending has largely been concentrated on retailer sites.

Examples of websites or apps primarily engaged in retail ecommerce include Amazon, Walmart, and Mercado Libre; examples of retail media networks (RMNs) include Amazon's DSP and Mercado Libre鈥檚 Audience Deals; includes ads purchased through RMNs that may not appear on ecommerce sites or apps. Latin America鈥檚 multibillion-dollar retail media revolution marches on.