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Digital Ad Spending
Source: EMARKETER Forecast, August 2025 - February 2026
Note: All years converted to US dollars using average 2024 exchange rates; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; includes classifieds, display (banners/static display, rich media, sponsorships and video, including advertising that appears before, during or after digital video content in a video player) and search (paid listings, contextual text links and paid inclusion)
Additional Note: Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Retail includes apparel and accessories, home furnishings, athletics products, baby and children?s products, mail order/catalog, appliances, pet products, restaurant and bars and equipment and supplies, food delivery services, hobby items such as collectibles, musical instruments, wholesalers, and general merchandise.
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.