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March 7, 2018

US Native Digital Display Ad Spending, 2016-2019 (billions, % change and % of digital display ad spending)


eMarketer predicts US native digital display ad spending will reach $41.14 billion in 2019, up 25.1% from 2018. However, growth is slowing down compared with the 50.1% growth in 2017 and 31.0% growth in 2018.


Examples of native digital display ads include sponsored content, promoted content, content recommendation widgets, in-feed units (e.g., Facebook, Twitter, Yahoo News), rewarded video ads and out-stream video ads within a feed or article. Excludes in-stream video ads (e.g., YouTube).


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.