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December 1, 2025
In 2026, ‘Other’ Will Become the Largest Nonretail Commerce Media Category
Note
Digital ad spending includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms. Examples of websites or apps primarily engaged in financial services ... include those of banks (e.g., Chase, Wells Fargo), fintechs (e.g., buy now, pay later services, insurtechs), and payment providers (e.g., Block, PayPal). Examples of websites, apps, or screens primarily engaged in travel services include those of airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, online travel agencies (OTAs), travel agents, travel websites, visitor centers, car rental companies, and leisure and unmanaged business travel. Examples of websites or apps primarily engaged in commerce intermediary services include DoorDash, Instacart, and Uber Eats.Methodology
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.Sources
Chart Title
In 2026, ‘Other’ Will Become the Largest Nonretail Commerce Media CategoryPublication Date
December 1, 2025