蘑菇AV

How is the US programmatic display market growing鈥攁nd not growing? Which identifiers and post-cookie targeting strategies are working? How is supply-path optimization affecting the number of partners publishers use?

For the first question, we go back to digital ad spend. We're talking about the Triopoly. What share of US digital ad spending do the big three, Google, Meta, and Amazon, account for this year, according to our forecast? What share of US digital ad spending do the big three, Google, Meta, and Amazon, account for this year according to our forecasts? Answers, folks.

The US retail media boom is a preview of what鈥檚 to come. We estimate retail media accounted for 7.7% of digital ad spending in Latin America in 2022, based on Portada鈥檚 retail media figures and our ad spending data. That鈥檚 on par with retail media鈥檚 8.3% share in the US four years earlier.

As consumers increasingly cut the cord, connected TV (CTV) has emerged as a key platform for advertisers, with US brands expected to spend over $28 billion on CTV in 2024, according to 蘑菇AV. CTV鈥檚 performance-driven features, like precision audience targeting and detailed reporting, are transforming TV advertising and making it accessible for businesses of all sizes.

In fact, almost half of US agency and brand marketers who use AI or ML are leveraging it for targeting and measurement use cases, per Advertiser Perceptions. We鈥檒l see more ad tech vendors refocus their go-to-market strategy around AI as the Google-imposed deadline approaches. Here are some ideal testing grounds for AI and ML solutions:. Finding lookalike audiences without deterministic data.

On TikTok, the number of searches by a typical US user on an iPhone went from 18 in August 2022 to over 100 in January 2023鈥攁 more than 455% increase鈥攁ccording to an April 2023 report from app data firm Measure Protocol. Overall, 74% of US TikTok users search on the app.

Of the additional $8.49 billion US advertisers will put toward search this year, 15.8% will go to Google. But that represents just 2.4% growth for 骋辞辞驳濒别鈥檚 US search business鈥攖he slowest its growth has been in the history of our forecast and significantly below the 6.6% growth it will achieve worldwide this year. To salvage stronger growth from search, Google is leaning into the AI boom.

On the media side, digital ad spending will grow by 12.0% in 2023. Further, digital ad spending will maintain relatively high levels of growth, tapering down only slightly to 10.8% by 2026. Retail media will increase by more than 20% in 2023 and 2024鈥攁lmost double the rates of the other forecasts cited.

More than two-thirds (68%) of US adults are worried about misinformation being included in results from search engines that use AI, per Morning Consult. Consumers are also wary of search personalization. Personal data privacy is the top AI-related concern among US adults, cited by 74% of respondents to the Morning Consult survey.

Search will account for just under two-thirds (65.8%) of US retail media ad spending in 2023 and inch down about a point per year, to 63.4% by 2025. Advertisers are eagerly spending in retail media鈥檚 off-site channels, including connected TV (CTV).

Retail media is the primary channel for incremental digital ad dollars. Retail media is in heavy growth mode at scale. In 2022, retail media made gains on other digital advertising formats like display and search. It also surpassed the Canada TV ad market for the first time. Retail media is the fastest-growing digital ad segment.

Ad spending growth has come back to earth in the US, but not for connected TV (CTV). Total media ad spending will increase by just 7.0% this year, while digital spending will increase by 12.0%. CTV, meanwhile, will cruise along with 27.2% growth, a figure reminiscent of the good old days of boomtime ad spending.

Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels.

Brands will build their presence on TikTok to reach its 45.7 million US Gen Z users. We expect TikTok to dethrone Snapchat as the generation鈥檚 most used social media platform in 2024.

Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.

Spotify rebrands ad platform, expands features: Ads Manager reflects a notable shift toward programmatic growth and expanding advertiser appeal.

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.

骋辞辞驳濒别鈥檚 US ad revenues will reach $77.49 billion this year, accounting for 25.6% of total digital ad spend, per our March 2024 forecast. The company鈥檚 continued dominance in search is fueling its growth, but the US ruling against 骋辞辞驳濒别鈥檚 search monopoly could let competitors steal market share.

In context: The double-digit-percentage spike in advertising revenues aligns with broader industry trends as digital ad spending outpaces traditional media. YouTube鈥檚 ad revenue growth reflects the platform鈥檚 value to advertisers trying to engage audiences through video content. This performance jibes with the overall rise in digital video consumption and streaming services.

Third-party cookies on Chrome could be here to stay: Google said it may ask users to opt-in to cookie tracking in a major strategic shift.

US ad market grows 14% YoY in July: While spending continues, the industry remains cautious amid economic uncertainties and election-year volatility.

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.