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Note: converted at the exchange rate of US$1=RMB7.21; digital display ads transacted and fulfilled via automation, including everything from publisher-erected APIs to more standardized RTB technology; includes ads on ecommerce websites like Alibaba properties; includes advertising on nonmobile connected devices

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.

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