B2B digital ad spending is rising as marketers lean into formats that build visibility and engagement. Video and display are growing faster than search, reshaping strategies to reach decision-makers.

Connected TV (CTV) attention metrics (AUs) declined between 2024 and 2025, but remain strong overall, according to our industry KPI data provided by Adelaide. Even with slight declines in effectiveness, Adelaide’s findings prove that CTV is relatively unmatched in capturing audience interest, cementing its position as a key touchpoint for brands looking to connect with broad audiences.

How can industry ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel

Nearly two-thirds of digital advertising spending in 2025 will be delivered on mobile devices. Tariffs may dampen spending growth but shouldn’t reduce mobile’s share of the digital advertising pie.

Though programmatic nonvideo digital display ad spend will continue to grow through 2026 when it will hit $70.99 billion, its share of total programmatic digital display ad spend is declining, according to our forecast.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Google put a lid on its cookie deprecation plans on Monday, proposing that rather than deprecate third-party cookies, it would prompt Chrome users to “make an informed choice” on how they share their data with advertisers, according to a blog post from Anthony Chavez, vice president of Google’s Privacy Sandbox.

Made-for-advertising (MFA) websites, which run programmatic ads but lack quality content or engagement, account for just 2% of unique websites, but are drawing in as much as 11% of total open programmatic ad spend worldwide, according to October 2023 data from Pixalate.

Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.

Sam’s Club’s rich collection of first-party data provides advertisers with insight into members’ shopping and purchase behaviors. This near real-time visibility, powered by Sam’s Club Member Access Platform (MAP), allows advertisers to meaningfully engage members along their shopping journey with content and offers that align with their interests.

Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.

In 2023, we predict that walled gardens will lose share of total programmatic digital display ad spending for the first time since 2017, when we first began forecasting this segment, according to our Programmatic Ad Spending Forecast Q3 2023 report.

The UK’s digital ad spending will be constrained by a tough economy. Only travel will see significant growth, but that’s from a particularly low starting point. Retail digital ad spend will continue to lead in absolute terms.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

More than half of advertisers worldwide are extremely or very confident in their ability to measure social media, video, search, and display marketing ROI, according to Nielsen.