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Search and advertising come under fire as the CMA takes a proactive approach to regulation while the US DOJ focuses on punitive remedies.

This will track another important metric: 鈥淐TV ad view growth in Europe from H1 2022 to H1 2023 was up 28% YoY; mobile ad view growth over the same period was up 13%,鈥� said Virginie Dremeaux, vice president of marketing and communications, international, at FreeWheel. Allied with higher CPMs for CTV ads, the rate of ad spending growth will likely outpace mobile for some time.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

As a proportion of digital spending, Germany leads. The relative underdevelopment of Germany鈥檚 digital advertising market has been ripe for retail media dominance. This year, retail media advertising will account for more than a fifth of all digital ad spend in Germany, and that proportion will pass one-quarter by 2026.

France will see stronger growth in digital ad spending than both Germany and the UK this year. Most industries aren鈥檛 contributing to that growth, though, with only travel and retail seeing any significant investments.

The threat of recession is holding back digital ad spending in Germany, particularly in influential industries like automotive. If the worst case can be avoided, though, 2024 offers promising signs for growth.

The prize is considerable: US digital ad spending will boom to $452.40 billion by the end of 2028, per our forecast. Winning some of that spend will look especially attractive as high interest rates continue to curb banks鈥� lending profits. Click here to view the full forecast for US digital ad spending. Who are the current FMN players? Klarna. Klarna is the FMN pioneer.