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Note: digital advertising that appears on websites or apps that are primarily engaged in financial services or is bought through a financial services provider's media network or demand-side platform (DSP) utilizing first-party data for real-time targeting; includes ads purchased through financial media networks that may not appear on financial services sites or apps; excludes purchase-dependent marketing partner offers

Additional Note: 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). 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. The “limited tariffs” scenario assumes that US tariffs apply only to select trading partners. The “moderate tariffs” scenario assumes that US economic growth slows, but the downturn is limited due to partial tariff relief brought by trade negotiations with other countries. The “heavy tariffs” scenario assumes that broad US tariffs spark a global recession, leading to inflation, retaliation from other countries, and weakened business and consumer sentiment.

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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