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This slice accounted for 12.7% of the US retail media market last year, and it鈥檚 gaining momentum. US retail media off-site digital ad spend will jump by nearly $2 billion this year to $6.54 billion, rising by 37.7%鈥攁bout twice the rate of the rest of retail media, according to our forecast.

Digital ad spend is growing and going increasingly toward programmatic formats. Search ad spend is on the rise as well, as retail media growth remains healthy. And social media is in better shape than previously projected. Here are five recent charts forecasting the future of ad spend.

But with $389.49 billion going to total US media ad spend this year and $156.82 billion of that going to programmatic digital display advertising, per our forecast, MFAs still present a multibillion-dollar issue. MFA compounds with other forms of waste and uncertainty regarding ad placement.

Digital ad spend worldwide will hit $601.84 billion this year, up 9.5% from $549.51 billion in 2022, according to our forecast.

CTV advertising鈥檚 growth bonanza is behind us. After more than quadrupling over the last four years, CTV ad spending is heading for more moderate growth rates in the low double-digit territory. Nevertheless, with linear stagnating, CTV will still be responsible for virtually all of the converged TV market鈥檚 growth over the next few years. But it鈥檚 still driving programmatic.

Read the full report, US In-Game Ad Revenues Forecast 2024.

Google and Meta鈥檚 combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon鈥檚 ascent will not be fast enough to offset the weakness of the other two giants.

On today's podcast episode, we discuss what will influence digital ad spending this year, who's the "dark horse" ad player of 2024, and how the CMO role and marketing departments will change. "In Other News," we talk about what to make of Google's latest AI creation called Gemini and some research explaining how often AI chatbots make things up. Tune in to the discussion with our analyst Yory Wurmser.

The old Google-Meta duopoly will claim less than 47% of digital ad spending this year. Adding Amazon brings the share above 60%. Every other digital ad publisher pales in comparison, including seemingly major players like Microsoft and TikTok.

Mobile app install ad spending spiked by 24.8% last year, far outpacing overall digital ad spending, which increased by just 12.5%.

Retail media ad spending in the US grew by 20.4% in 2022, which is faster than overall digital ad spending (12.5%), and we expect it to surpass $45 billion this year. But ad buyers need to understand how campaigns are performing in this new channel to efficiently allocate investments.

CPG digital ad spending hits $48.79 billion in 2024: Its strength is driven by D2C strategies and increased search advertising.

B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.

US digital video ad spending will reach $93 billion this year, on its way to over $143 billion in 2026. Its growth will outpace digital ad spending鈥攁 barometer of how important video is to the ad industry. Additionally, native video ad spending鈥攚hich is made up mainly of outstream ads鈥攊s on track to top $38 billion this year and will grow at double-digit rates through 2024.

In 2023, we predict that walled gardens will lose share of total programmatic digital display ad spending for the first time since 2017, when we first began forecasting this segment, according to our Programmatic Ad Spending Forecast Q3 2023 report.

Offsite programmatic retail media ascendant: A 167% spike in the category will help drive US retail media to $81.6 billion by next year.

On today's episode, we discuss a part of digital ad spending that will overperform this year, why some countries will see a dip in online shopping, what will happen to time spent on social platforms, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Zach Goldner, and director of forecasting Oscar Orozco.

Ad industry spending is crawling out of a dark period: The US ad market grew 2.5% in May, the first increase in 11 months.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

On today's podcast episode, we discuss a new lawsuit against Meta for designing its products to be addictive to kids, new paid ad-free versions of Facebook and Instagram, and where Threads engagement is at. "In Other News," we talk about whether we will ever come together again on social media and if AI can help us get there. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

By 2026, US spending on ecommerce channel ads鈥攁 large subset of retail media鈥攚ill be more than triple its 2020 level, per our forecast. Within the ecommerce channel, both search and display advertising are growing rapidly.

Go further: Check out our 鈥淒igital Ad Spending Forecast and Trends Q1 2024鈥� report, or explore the rest of our retail media coverage.

On today's podcast episode, we discuss how the upcoming giant sports streaming service from Fox, Warner Bros. Discovery, and ESPN benefits The Walt Disney Co.; what will happen when Hulu and Disney+ combine; and why Disney is now choosing to invest so much in Epic Games. "In Other News," we talk about what to make of Roku's current market position and what YouTube Premium has taught us about ad-free video. Tune in to the discussion with our analyst Ross Benes.