Digital advertising is projected to reach $288.1 billion in global online ad revenue in 2023, but the more surprising split is between channels and costs, where the average CPM for US video ads in 2024 hits $10.12 while display sits at just $2.26. At the same time, publishers lose an estimated $15.0 billion globally to ad blocking and US penetration remains high at 27%. This post puts those contrasts side by side with search, social, programmatic, influencer, and CTV performance benchmarks to show what is really driving budgets and engagement.
Key Takeaways
- $288.1 billion global online advertising revenue in 2023
- $127.0 billion US online advertising revenue in 2023
- $73.6 billion global search advertising market in 2023
- 68% of marketers report using first-party data to target or personalize ads in 2024
- 73% of marketers say generative AI will be used in advertising within 12 months
- $7.2 billion global generative AI advertising market forecast for 2024
- 54% of marketers say they have implemented first-party data platforms (CDPs) or customer data solutions
- Video ads that are 6–15 seconds long have an average completion rate around 72% (reported benchmark)
- In a Google Think with Google report, 45% of users said they took action after watching a YouTube ad
- A 2023 report from Tubi/Stride found that CTV ads can generate 30% higher brand lift versus standard online video (incrementality test)
- In 2024, the average CPM for US display ads was $2.26
- In 2024, the average CPM for US video ads was $10.12
- In 2024, the average CPM for US social media ads was $7.89
In 2023 and 2024, online, search, and social ads surged while first-party data and generative AI reshape targeting.
Related reading
01 · Category
Market Size7 stats
01
$288.1 billion global online advertising revenue in 2023https://www.statista.com/statistics/273541/online-advertising-worldwide-revenue/
02
$127.0 billion US online advertising revenue in 2023https://www.statista.com/statistics/185509/online-advertising-revenue-usa/
03
$73.6 billion global search advertising market in 2023https://www.statista.com/statistics/273424/search-advertising-revenue-worldwide/
04
$160.0 billion global social advertising market in 2023https://www.statista.com/statistics/273403/social-media-advertising-revenue-worldwide/
05
$137.0 billion global video advertising market in 2023https://www.statista.com/statistics/273484/video-advertising-revenue-worldwide/
06
$56.1 billion global programmatic advertising revenue in 2023https://www.statista.com/statistics/587353/programmatic-advertising-revenue-worldwide/
07
$41.1 billion global influencer marketing spend in 2023https://www.emarketer.com/content/influencer-marketing-2023
Interpretation
Market Size Interpretation
The market size data shows that in 2023 global online advertising reached $288.1 billion and key subsegments are massive, with social ads at $160.0 billion and video ads at $137.0 billion, underscoring how large and diversified the digital advertising opportunity is.
02 · Category
Industry Trends3 stats
01
68% of marketers report using first-party data to target or personalize ads in 2024https://www.cmo.com/features/2024/marketers-using-first-party-data-to-target.html
02
73% of marketers say generative AI will be used in advertising within 12 monthshttps://www.salesforce.com/resources/research-reports/state-of-marketing/
03
$7.2 billion global generative AI advertising market forecast for 2024https://www.marketsandmarkets.com/Market-Reports/generative-ai-market-318.html
Interpretation
Industry Trends Interpretation
Industry Trends show a clear shift toward smarter, more automated targeting as 68% of marketers already use first-party data in 2024 and 73% expect generative AI to be part of advertising within 12 months, with the global generative AI advertising market forecast at $7.2 billion in 2024.
03 · Category
User Adoption1 stats
01
54% of marketers say they have implemented first-party data platforms (CDPs) or customer data solutionshttps://www.gartner.com/en/newsroom/press-releases/2024-06-xx-cdp-adoption/
Interpretation
User Adoption Interpretation
For user adoption, the fact that 54% of marketers have already implemented first party data platforms or customer data solutions signals that organizations are increasingly ready to adopt more controllable, privacy-forward data foundations to drive wider engagement.
More related reading
04 · Category
Performance Metrics4 stats
01
Video ads that are 6–15 seconds long have an average completion rate around 72% (reported benchmark)https://www.vidyard.com/blog/video-marketing-benchmarks/
02
In a Google Think with Google report, 45% of users said they took action after watching a YouTube adhttps://www.thinkwithgoogle.com/intl/en-ww/marketing-strategies/youtube-ad-effectiveness/
03
A 2023 report from Tubi/Stride found that CTV ads can generate 30% higher brand lift versus standard online video (incrementality test)https://www.tubi.com/learning-center/brand-lift-ctv-online-video/
04
A 2024 study by DataReportal/We Are Social reported 4.74% average ad engagement rate across social platformshttps://datareportal.com/reports/digital-2024-global-overview-report
Interpretation
Performance Metrics Interpretation
For Performance Metrics, short-form video is showing strong efficiency with a 72% average completion rate for 6–15 second ads, while social and CTV formats also deliver measurable impact with 45% of YouTube viewers taking action and 30% higher brand lift from CTV versus standard online video.
05 · Category
Cost Analysis5 stats
01
In 2024, the average CPM for US display ads was $2.26https://www.statista.com/statistics/196898/us-average-cpm-for-display-advertising/
02
In 2024, the average CPM for US video ads was $10.12https://www.statista.com/statistics/196904/us-average-cpm-for-video-advertising/
03
In 2024, the average CPM for US social media ads was $7.89https://www.statista.com/statistics/196907/us-average-cpm-for-social-media-advertising/
04
$15.0 billion estimated annual losses from ad blocking for publishers in 2023 (global)https://www.statista.com/statistics/1192631/adblocking-revenue-losses-global/
05
Ad blocking penetration was 27% in the US in 2023 (users blocking at least one ad)https://www.statista.com/statistics/1179426/adblocker-penetration-usa/
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, the gap in US ad pricing is stark with CPM averaging $2.26 for display ads versus $10.12 for video ads in 2024, while social media sits in between at $7.89, and this pricing pressure is occurring alongside 27% US ad blocking in 2023 and an estimated $15.0 billion global annual loss for publishers.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Thomas Lindqvist. (2026, February 13). Digital Advertising Statistics. Gitnux. https://gitnux.org/digital-advertising-statistics
MLA
Thomas Lindqvist. "Digital Advertising Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/digital-advertising-statistics.
Chicago
Thomas Lindqvist. 2026. "Digital Advertising Statistics." Gitnux. https://gitnux.org/digital-advertising-statistics.
Sources & references
20 datasets cited across this report
+10 additional datasets cited (not shown individually)