Source: EMARKETER Forecast, June 2024 - June 2024
Note: Digital display ads transacted or fulfilled via automation, including everything from publisher-erected APIs to more standardized RTB technology; includes digital advertising that appears on websites or apps that are primarily engaged in retail ecommerce or is bought through a retailer's media network or demand-side platform (DSP); includes ads purchased through retail media networks that may not appear on ecommerce sites or apps
Additional Note: All numbers are EMARKETER estimates. Examples of websites or apps primarily engaged in retail ecommerce include Amazon, Walmart, and eBay. Examples of retail media networks include Amazon's DSP and Etsy's Offsite Ads. Digital advertising 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.