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Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp
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Loyalty programs give RMNs an advantage in the age of agentic AI
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Self-service data access is still missing from most retail media networks
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Novo Nordisk drops Ozempic self-pay price to $499 per month
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Ad schools overhaul curriculum as AI reshapes junior roles, expectations
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About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Walled Garden Programmatic Digital Display Ad Spending
by Media
by Device
by Transaction Method
Walled Garden vs Open Web
Fees & Publisher Revenues
Source: EMARKETER Forecast, April 2025 - May 2025
Note: includes programmatic digital display ads transacted in a closed ad ecosystem where the publisher has access to first-party data and owns and controls all operations in the entire ad tech stack, such as ad buying, serving, tracking, and reporting; its inventory is not available for purchase through third-party sellers or resellers; examples include Amazon, Google-owned and -operated properties, and Meta
Additional Note: Digital ad revenues include banner ads and other (static display and ads such as Facebook's Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), 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 networks, even if triggered by search queries), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads. Excludes mobile messaging (SMS, MMS, and P2P messaging).
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