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Search Ad Spending Benchmarks. Search Ad Spending. Search Ad Spending, by Device. Search Ad Spending, by Format. Search Ad Revenues, by Company. Retail Media Ad Spending Benchmarks. Retail Media Ad Spending. Retail Media Ad Spending, by Channel. Retail Media Ad Spending, by Format. Retail Media Ad Revenues, by Company. TV and CTV Ad Spending Benchmarks. Combined TV and CTV Ad Spending.

US search ad spending will grow 12.2% this year to reach $144.1 billion, according to our November 2024 forecast. Only 20% of US consumers desire a greater use of AI-driven search engines, per a February report from adMarketplace. Use this chart: Even though the search engine landscape is seeing more competition as of late, this chart can help marketers understand that Google's reign is far from over.

While the remedy and any appeals are pending, Google will continue to account for the majority of traditional search ad dollars. Predictions. Google Search will be barred from striking exclusive distribution agreements with device manufacturers and browsers. But when presented with a choice of several search engines, most US consumers will stick with Google out of familiarity.

Total search spend will reach $12.42 billion in 2024, the fourth highest across all the sectors we cover. Spending is up 10.7% YoY and over 179% since 2018. But spending growth will slow to 4.7% in 2025 and 5.9% in 2026, when it will hit $13.77 billion.

AI-fueled gains kept Google, Meta, and Amazon atop Q2鈥檚 ad market, but slowing engagement, murky ROI, and macro risks leave the triopoly鈥檚 future growth story more complex than the headlines suggest.

The news: Google is gearing up for a wide release of ads in AI Mode search as advertisers grapple with concerns over brand safety and performance erosion in AI-curated environments. Our take: Even as concerns over Google鈥檚 ad dominance linger and advertisers consider competitors, cutting spend on Google entirely remains highly unlikely鈥攂ut the dominoes are stacking up against Google. Ads in AI mode shows the search giant is taking steps to protect itself in an increasingly competitive ecosystem.

AI search engine Perplexity is facing potential ad business struggles with the departure of its head of advertising Taz Patel. The departure comes as Perplexity eyes new avenues for growth and is faced with legal pressures, per Adweek. Patel鈥檚 departure signals a deeper issue with AI search ad monetization, reflecting advertiser hesitation to spend without proven formats, measurement, and ROI, even as AI adoption grows.

The news: New data from Digital Content Next revealed that Google AI Overviews lead to as much as a 25% decrease in publisher referral traffic, reinforcing brands鈥� and publishers鈥� ongoing concerns over the tech鈥檚 adverse impact on content effectiveness. Our take: AI Overviews will continue usurping referral traffic from publishers, meaning that the brands who last will be those who adapt to the change rather than fight it. Brands must optimize for AI visibility, not just search rankings.

A federal court stopped short of ordering Google to divest Chrome, instead requiring it to end exclusive search contracts and share some index data with competitors. Judge Amit Mehta鈥檚 ruling allows Google to keep paying Apple for default placement but bans exclusivity that kept rivals sidelined. Alphabet shares rose 8% after hours, while Apple gained 4%. Google faces six years of oversight but avoids a structural breakup sought by the DOJ. The bigger challenge looms outside the courtroom: AI tools, Reddit, and TikTok are increasingly siphoning queries, while Google鈥檚 top-result clickthrough rates continue to slide.

The news: Google announced an expanded use of AI to combat invalid ad traffic in a bid to help advertisers preserve budgets and maintain trust, per a recent blog post. Though Google has previously used AI to prevent invalid traffic (IVT), the company has updated its 鈥渋ndustry-leading defenses powered by large language models,鈥� with the goal of better analyzing ad placements, suspicious user interactions, and app and web content. Our take: By taking concrete steps to reduce IVT and address transparency concerns, Google may begin to rebuild trust with advertisers.

Google is enhancing its retail ad offerings with loyalty-driven personalization tools aimed at retention. New features include personalized pricing and shipping perks for loyalty members, a 鈥渓oyalty mode鈥� in Google Ads鈥� retention goal to optimize for high-lifetime-value customers, and personalized annotations in Performance Max campaigns. Sephora, an early adopter, reported a 20% lift in click-through rates from loyalty-focused annotations. The launch comes as loyalty ranks high on shoppers鈥� holiday priorities and as CMOs lean on loyalty programs to bolster first-party data. With Amazon pulling away from Google, the updates position Ads as a retention engine in the retail fight.

ChatGPT saw 52.2 million US unique visitors in June, up 180.6% from last July, per Comscore.

This is the first installment of our annual 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our annual 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

On today鈥檚 podcast episode, we discuss if Google is actually fending off the AI search competition, what its AI Overviews are doing to search behavior, and why growing AI search usage might not necessarily translate into a booming ad business. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings, Jeremy Goldman, and Principal Analyst, Yory Wurmser. Listen everywhere you find podcasts and watch on YouTube and Spotify.

The news: Google faces another anticompetitive accusation as ad tech company OpenX becomes the latest player to challenge Google鈥檚 grip on the digital advertising ecosystem. OpenX filed a lawsuit accusing Google of anticompetitive conduct in the digital ad space, claiming the company鈥檚 actions 鈥渃rippled competitors like OpenX at every turn,鈥� preventing fair competition. Our take: Google鈥檚 dominance means advertisers won鈥檛 completely cut spending鈥攂ut OpenX鈥檚 lawsuit is building on advertisers鈥� growing concerns over Google鈥檚 control of the ad ecosystem and curiosity about viable alternatives.

The news: Google claimed that its AI summaries do not impact referral traffic from search after a Pew Research report showed that AI Overviews cut the number of users who clicked on links from overall search results by nearly half. Our take: Despite Google鈥檚 objections, AI Overviews inevitably harm sites that rely on search results and SEO for visibility. But with AI summaries showing no signs of going away, what matters is how brands adapt. Traditional keyword strategies are no longer sufficient in the age of AI.

This is the first installment of our annual 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: Google Ads is ending manual language targeting, taking over a significant element of campaign management. In lieu of manual targeting, Google鈥檚 AI will detect user language automatically using signals such as language settings and historic search activity. Our take: Brands should consider auditing current campaigns to identify where automated language detection might create gaps and establish safeguards, such as breaking out campaigns by region or market and including clear, native-language text in headlines and descriptions to signal intended language to both users and Google鈥檚 systems.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.