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Source: EMARKETER Forecast, December 2025 - January 2026
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices; includes contextual text links, paid inclusion, and paid listings (paid search); net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; excludes advertising on Amazon-owned media properties, like Amazon Fire TV and Twitch, and advertising placed on non-Amazon-owned properties
Additional Note: Display advertising includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices for all formats mentioned. It includes banners, rich media, sponsorships, video, and ads such as Facebook's Feed Ads and X's Promoted Posts.
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