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Digital Ad Spending Forecast and Trends Q1 2024
Retail Will Drive Growth on Both Buy and Sell Sides
Most industries have responded to improving economic conditions in 2024 by increasing ad spending this year. Retail will have the biggest impact on overall digital ad sales by virtue of its rapid increase in digital ad spending, as well as continued increase in inventory through retail media networks (RMNs).
Key Question: Which industries are propelling digital ad spending growth in the US this year?
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Key Stat: Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024. By 2027, it will also account for over a quarter of the sell-side market through its RMNs.
authors
Yoram Wurmser
Contributors
- Ross Benes
- Senior Analyst
- Oscar Orozco
- Director, Forecasting
- Paul Verna
- Principal Analyst
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