The majority (77.7%) of ad spend in the US is digital. Retail dwarfs all categories in terms of sheer size, but its position as a growth driver falls this year as telecom takes the top place.
By 2029, the end of our forecast period, we expect commerce media ad spending to exceed $118 billion, representing close to one-quarter of USdigital ad spending. The $67.02 billion advertisers will spend on the channel this year will represent 19.3% of USdigital ad spending. Click here to view our full forecast for US commerce media ad spending.
Meta platforms will account for 21.6% of USdigital ad spend in 2026, per our forecast. If brands switch to Meta鈥檚 in-house services, agencies could face job cuts鈥攐r even shutdown鈥攊f other platforms follow Meta鈥檚 lead. How agencies can stay involved: 鈥淎gencies that adapt may thrive by pivoting toward higher-order functions like brand strategy, campaign orchestration, and insight-led ideation.
US sales on Shein and Temu fell sharply following price increases: The decline is an unwelcome sign as both marketplaces fight to stay relevant with shoppers.
Google will command over half (52.2%) of US search ad spending this year, per our forecast, and 26.4% of total USdigital ad spending. Our take: The two antitrust rulings against Google鈥攁s well as Meta鈥檚 FTC battle鈥攕ignal that regulators want to chip away at the ad duopoly鈥檚 market power.
USdigital ad spending.US programmatic ad spending. Report Outline: The First-Party Data Opportunity. Section 1: The first-party data opportunity. Background: First-party data is collected by ad buyers and ad sellers directly from their owned and operated channels. Market size: Nearly all digital advertising could be helped by using first-party data on either the buy or sell side.
The travel and retail industries will post healthy digital ad spending growth figures this year, but many other verticals we track will underperform compared with the national growth average. Next year is looking better for almost all of them.