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Note: digital advertising that appears on websites or apps that are primarily engaged in facilitating the purchase and/or delivery of products or services from a third-party company or that is bought through a commerce intermediary’s media network or demand-side platform (DSP) utilizing first-party data for real-time targeting; includes ads purchased through commerce intermediary media networks that may not appear on commerce intermediary sites or apps; excludes purchase-dependent marketing partner offers

Additional Note: Examples of websites or apps primarily engaged in commerce intermediary services include DoorDash, Instacart, and Uber Eats. 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.

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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