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CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

Help publishers and solution providers assess whether their search and display ad revenue mix is in line with industry trends.

How retail search and display ads perform in Brazil.

Programmatic display advertising broadly mirrors the overall digital market. Like digital鈥檚 influence on the overall ad market, programmatic essentially shapes the display space. And in this space, digital video is becoming more prevalent, while open exchanges continue to lose influence. Index of Benchmarks.

WARC, citing Omdia, reports the company鈥檚 display ad revenues will have doubled over four years by the close of 2025. Amazon still dominates across the global ecommerce market, seeing an average of 2.5 billion users monthly, outperforming Chinese-based retailers Shein and Temu. Amazon is tied with TikTok as the top media platform for advertising, according to Kantar Media research cited by WARC.

Digital ad spending includes banner ads and other (static display ads such as Facebook's Feed Ads and X's Promoted Posts).

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, and paid listings, and excluding display-oriented formats on social

Advertisers must develop ad formats designed for pause screens rather than repurposing traditional video or display ads. Instant visual impact, clear value propositions, and messaging that connects within a short attention span will prove critical. Interactivity will promote effectiveness.

Programmatic direct includes the vast majority of social media display ads, which are directly purchased at a fixed price with a particular platform and served programmatically. By removing social networks from the equation, it鈥檚 easier to see the boost RMNs and streaming platforms have given programmatic direct.

Shorts dominating prime real estate at the top half of the Subscriptions tab elevates pre-roll, mid-roll, and vertical display ad opportunities tailored for TV viewers. If this change is permanent, it could promote mobile short-form ads to reach a new audience on the largest screens in their homes.

Display ad spending鈥檚 share of the digital ad pie will grow going forward. For years, search鈥檚 share of digital ad spending has wavered between 40% and 45%, but it will drop below 40% in 2028. It鈥檚 still growing quickly, but display is growing even faster thanks to the rapid growth of video advertising in OTT video and social media.

RMNs are limited in on-site ad inventory; there are only so many search and display ads that can go on a website before they harm customer experience. Scaling RMNs often prioritize volume over quality, leading to:. Repetitive or poorly placed ads on product pages. Lack of premium ad formats (video, branded content). Limited high-intent off-site inventory.

Meta, on the other hand, will generate $73.11 billion in mobile display ad revenues in 2025, nearly 30 times the size of AppLovin鈥檚 total revenues. AppLovin鈥檚 growth has generated buzz. The company鈥檚 ad mediation platform controls more than 60% of the mobile in-app market, according Kunal Nagpal, chief business officer at mobile marketing platform InMobi.

Why it mattered: Google's ongoing changes to search have dramatically affected long-held best practices regarding SEO, display advertising, and many other standards of digital marketing. By expanding its AI initiatives, Google is keeping more consumers on the search page, with publishers seeing fewer visits.

Travel prefers search over display advertising more than any other industry. Though display ad spending is growing more quickly than search, it won鈥檛 affect the overall balance between them. Display advertising is dominant in the US, but not for travel. Among the nine industries we track, only travel and healthcare/pharma favor search ads over display ads.

Platforms dependent on traditional display advertising could struggle more than those developing commerce, subscription, and other non-ad revenue channels. Go further: Read our report on what鈥檚 changed in the first 100 days of Trump鈥檚 presidency.

Internal communications showed that Google acquired the company in part to prevent rival Microsoft from doing so; it also dramatically expanded the number of sites on which Google could display ads.

Apple will now display ads within its Today tab and in the 鈥淵ou Might Also Like鈥� section of some app listings in a move to drive ad spending on Apple advertising, which has previously been a pain point for sectors like Apple News. Per an Apple representative, 鈥淲hen Apple Search Ads launched in 2016, we offered a single ad placement at the top of search results.

Between 2024 and 2028, nearly $90 billion additional ad dollars will be spent on display advertising, with 86.2% of that new spend going to video ads. Only $12.37 billion incremental display ad dollars will come from nonvideo formats over that period. That鈥檚 not to say that nonvideo display formats are moribund.