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Worldwide digital ad spend will reach $676.94 billion this year, per our March 2024 forecast. If the Jupiter Research figure holds out, that means 12% of digital ad spend could be going to ad fraud. 60% of US digital media professionals believe social media is most vulnerable to ad fraud, according to a September 2023 survey from Integral Ad Science.

60% of US digital media professionals agree that social media is most vulnerable to ad fraud, according to a September 2023 survey from Integral Ad Science.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

Digital audio will have 197.5 million adult listeners in the US this year, but each listener will generate only $36.05 in ad revenues. Radio fares slightly better at $49.10, but both pale next to most other major video platforms.

43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

US programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase, according to our forecast.

Regulatory concerns: Regulators like the US Department of Justice, European Commission, and UK's Competition and Markets Authority are investigating Google's potential monopolization of the digital ad market and monitoring its Privacy Sandbox proposals to ensure they don't provide an unfair advantage.

US digital audio ad spend will reach $7.12 billion this year, according to our March 2024 forecast.

The retail industry commits by far the most dollars to digital advertising in the US. It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period. Retail鈥檚 ad spending growth will see sustained growth this year and next before other industries start to catch up on spending in 2025.

Nearly 4 in 10 US brands and agencies are concerned about having enough first-party data for targeting and activation, even though 6 in 10 US brands and agencies are planning to be more focused on ad placements with publishers with first-party data, per a November 2023 report by the Interactive Advertising Bureau.

Google's SGE threatens to cut publisher traffic by up to 60%: The evolution could push the industry toward innovative revenue strategies and partnerships.

The prediction: Principal analyst Andrew Lipsman believes that Apple could be one of the two most consequential advertising companies for the rest of this decade, particularly in the US.

Adalytics revealed deep-rooted advertiser concerns: An industry activist headed by an unlikely leader shook up the most dominant channels for digital ads.

This feature, designed to streamline the shopping experience by mimicking the service of experienced store associates, could launch in the US as early as January. Amazon Web Services (AWS) unveiled Amazon Q at its recent re:Invent conference, a notable generative AI (genAI) chatbot trained on 17 years of AWS data.

Long-standing trends like the decline of TV advertising and viewership have accelerated鈥�US TV advertising will fall 8.1% this year, per our recent forecast. That鈥檚 caused longtime advertisers like Geico (and others in industries feeling similar interest rate pressures) to slash their marketing teams and budgets and re-evaluate strategies.

Consumers鈥� concern over how their personal data is being used has led brands to look for new ways to reach and engage their target audiences and measure performance. To find success, brands need a deep understanding of their customers and an ability to diversify the channels used to reach them

US households without TVs are growing, and the Advertising Research Foundation thinks this group鈥�4% of households stream video to mobile devices鈥攕hould be measured. Twitter tweaks: If you鈥檙e a Twitter user, you may be missing your check mark.

Young adult viewership is expected to decline the fastest, with an estimated 4.1% drop for viewers ages 18 to 24 and a 2.1% decrease for those ages 25 to 34 in the US due to account sharing, which is particularly common among these demographics.

As Harvard Business Review reminds us, 鈥淩ecessions are typically short-lived and followed by long periods of growth and prosperity. The period after World War II, for example, is considered the greatest expansionary phase in modern times.鈥�. By focusing on brand awareness and loyalty now, you鈥檙e priming consumers to engage and shop with you during the inevitable period of upcoming prosperity.

The news: Apple has a strong hold on Gen Z consumers in the US, with 34% of all iPhone owners belonging to this age group compared with only 10% for Samsung, per new data from ad tech platform Attain. The company ranks among Gen Z鈥檚 top 20 favorite brands; Samsung does not.

The US economy has seen both drivers occur simultaneously. When the economy was pumped with stimulus checks and Paycheck Protection Program (PPP) loans, it led to a gusher of disposable income that helped fuel historically low unemployment and rising wages, thereby spurring even more consumer demand.

The context: According to Aaron LaBerge, CTO of Disney Media & Entertainment Distribution, Disney's ad server鈥斺�渢he heart of our platform,鈥� in his words鈥攁lready powers all of Hulu's and Disney+'s US-based addressable ad systems at 100%, and over the course of the next 12 months, it will power all of Disney's addressable platforms.