Tech products and services is the largest B2B advertising vertical with an over 30% share of US B2B digital ad spend. The sector drove a massive segment of LinkedIn's 40.2% display ad revenue growth in 2020, which is especially notable because LinkedIn is the single biggest player in B2B digital display advertising.
(For context, we expect Amazon to capture 10.7% of US digital ad spend this year.). Similar to the partnership’s benefit to publishers, retailers’ access to Taboola’s wide base of publishers could help ease them away from relying on Amazon or the other members of the tripoly. The bottom line: Ecommerce advertising is only growing more and more important.
We expect CPG digital ad spending to grow 31.7% this year to $30.56 billion, the third-fastest of all the industries we measure. What’s next? Going direct to consumer (D2C) can help. Unsurprisingly, digitally native D2C brands have fared much better than the overall US retail market during the pandemic.