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How can ad buyers calibrate their ad spending and budget allocations against average for their industry, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

That gap will persist, with social network ad spending finally overtaking traditional search ad spending in 2026. Total media ad spending is in good shape, thanks to relentless growth from digital. US total media ad spending growth was sluggish in 2023 (4.9%), but a healthy recovery is already underway.

Google, OpenAI explore ads: The moves indicate that ads will be a crucial part of how AI search engines generate future revenues.

Microsoft brings AI ad features to Copilot: It鈥檚 vying for ad dollars in an increasingly competitive chatbot space.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Digital鈥檚 share of total media ad spending will hit almost 78% in 2024 and exceed even this high number in some industries. This report looks at some factors that correlate with an industry鈥檚 digital spending.

Chegg is suing Google, claiming AI Overviews steal its content and cut its traffic. The case highlights fears that AI-driven search is eroding content creators鈥� business models.

Digital ad spending growth in Canada is being driven in large part by a host of industries. Our rankings show that retail and consumer packaged goods continue to have the most ad spending share.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

Walmart looks to make it easier for advertisers to buy its display ads: Walmart Connect鈥檚 new API should help it attract more ad dollars from smaller brands and marketplace sellers.

What fueled interest: This was the year we forecast retail media spending would surpass one-fifth of global digital ad spending and account for most search ad spending growth in coming years. We noted the surge in offsite retail media spending as major players looked to expand their empires; in April, Walmart Connect announced several updates to offer offsite media to non-endemic brands.

And so I think in order for social platforms to start capturing serious search ad dollars, they need to get that intent piece proven. Marcus:. Hey gang, it's Monday, January 13th. Minda, Jasmine, and listeners, welcome to Behind the Numbers, an eMarketer Podcast. I'm Marcus. Today I am joined by two people.