Ä¢¹½AV

Lots of events, as Max said, Paris Olympic and Paralympic games, the US presidential election, the 2024 UEFA, European Football Championships. Then yeah, it's 8% next year for total US digital ad spending. Digital, which has obviously grown incredibly strong last however many years. 8% this year, going up to 11% next year.

So digital ad spending in the country was far more proportionally significant and happened earlier than anywhere else. In 2008, for example, digital ad spending accounted for 25.3% of total media ad spend, almost twice the proportion in the US. Programmatic rode the coattails of digital display advertising trends in the UK and thus had a significant head start on France and Germany.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to Ä¢¹½AV’s forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.