Digital advertising technology is reshaping how brands reach people across the US, Europe, and global markets—supported by rising programmatic ecosystems. In 2023, global spend reached $667.5B and programmatic targeted campaigns saw 20% higher conversion rates than non-targeted efforts. But measurement quality and fraud remain constraints, even as viewability improves and the industry prepares for third-party cookie changes in Chrome beginning in 2024.
Key Takeaways
- In 2023, global digital advertising spend reached $667.5 billion.
- In 2024, global digital advertising spend is forecast to reach $789.5 billion.
- In 2022, the United States digital advertising market generated $179.6 billion in spending.
- In 2021, global ad fraud losses were estimated at $68 billion.
- In 2023, global ad fraud losses were estimated at $73.1 billion.
- In 2023, the global rate of viewable impressions was 57.3%.
- Google announced it will phase out third-party cookies in Chrome starting in 2024.
- The Chrome Privacy Sandbox timeline includes the start of deprecation of third-party cookies in 2024.
- Google planned a 1% rollout of Privacy Sandbox APIs in January 2023.
- In 2023, the global data marketplace size for advertising audiences was $12.0 billion.
- In 2024, the global CDP market size is projected to be $5.4 billion.
- In 2024, the global DSP market size is projected to be $25.0 billion.
- In 2022, 73% of advertisers used some form of first-party data strategy.
- In 2023, 79% of marketers said their organizations are increasingly using first-party data.
- In 2024, 56% of marketers expect better targeting using AI-driven audience insights (survey).
With ad spend surging and viewability rising, first party data, AI targeting, and cookie changes are reshaping programmatic.
Related reading
01 · Category
Market Size & Growth30 stats
01
In 2023, global digital advertising spend reached $667.5 billion.https://www.emarketer.com/content/2023-digital-ad-spending-global
02
In 2024, global digital advertising spend is forecast to reach $789.5 billion.https://www.emarketer.com/content/2024-digital-ad-spending-global
03
In 2022, the United States digital advertising market generated $179.6 billion in spending.https://www.emarketer.com/content/us-digital-ad-spending-2022-2023
04
In 2023, the United States digital advertising market is projected to generate $200.2 billion in spending.https://www.emarketer.com/content/us-digital-ad-spending-2022-2023
05
In 2024, the United States digital advertising market is forecast to reach $215.5 billion.https://www.emarketer.com/content/us-digital-ad-spending-2024
06
In 2023, UK digital ad spending was £31.2 billion.https://www.warc.com/newsandopinion/news/uk-digital-ad-spending-reaches-312b-in-2023
07
In 2022, China’s online advertising revenue was RMB 910.8 billion.https://www.statista.com/statistics/271908/online-advertising-revenue-in-china/
08
In 2023, China’s online advertising revenue was RMB 1,004.2 billion.https://www.statista.com/statistics/271908/online-advertising-revenue-in-china/
09
In 2024, China’s online advertising revenue is forecast to be RMB 1,102.5 billion.https://www.statista.com/statistics/271908/online-advertising-revenue-in-china/
10
Global online display advertising spend was forecast at $246.2 billion in 2023.https://www.emarketer.com/content/worldwide-online-display-ad-spending-2024-2026
11
Global online display advertising spend is forecast at $274.1 billion in 2024.https://www.emarketer.com/content/worldwide-online-display-ad-spending-2024-2026
12
Global search advertising spend was forecast at $333.0 billion in 2023.https://www.emarketer.com/content/worldwide-search-ad-spending-2024-2026
13
Global search advertising spend is forecast at $370.0 billion in 2024.https://www.emarketer.com/content/worldwide-search-ad-spending-2024-2026
14
Global social media advertising spend was forecast at $219.2 billion in 2023.https://www.emarketer.com/content/worldwide-social-network-ad-spending-2024
15
Global social media advertising spend is forecast at $260.8 billion in 2024.https://www.emarketer.com/content/worldwide-social-network-ad-spending-2024
16
Worldwide programmatic ad spending was $740.3 billion in 2020.https://www.emarketer.com/content/programmatic-ad-spending-worldwide-2020
17
Worldwide programmatic ad spending was $947.0 billion in 2021.https://www.emarketer.com/content/programmatic-ad-spending-worldwide-2021
18
Worldwide programmatic ad spending was $1,241.5 billion in 2022.https://www.emarketer.com/content/programmatic-ad-spending-worldwide-2022
19
Worldwide programmatic ad spending is forecast to reach $1,579.5 billion in 2023.https://www.emarketer.com/content/programmatic-ad-spending-worldwide-2023
20
Worldwide programmatic ad spending is forecast to reach $1,876.7 billion in 2024.https://www.emarketer.com/content/programmatic-ad-spending-worldwide-2024
21
In 2023, the average CPM for display advertising was $3.12.https://www.sizmek.com/learning-center/report/2023-digital-advertising-benchmarks/
22
In 2023, the average CTR for display advertising was 0.38%.https://www.sizmek.com/learning-center/report/2023-digital-advertising-benchmarks/
23
In 2023, the average CPM for search advertising was $6.11.https://www.sizmek.com/learning-center/report/2023-digital-advertising-benchmarks/
24
In 2023, the average CTR for search advertising was 1.91%.https://www.sizmek.com/learning-center/report/2023-digital-advertising-benchmarks/
25
In 2023, the average CPM for social media advertising was $7.19.https://www.sizmek.com/learning-center/report/2023-digital-advertising-benchmarks/
26
In 2023, the average CTR for social media advertising was 0.90%.https://www.sizmek.com/learning-center/report/2023-digital-advertising-benchmarks/
27
In 2022, US digital ad revenue (all digital) for newspaper publishers was $5.8 billion.https://www.naa.org/wp-content/uploads/2023/04/2022-US-Newspaper-Ad-Revenue-Full-Year-Report.pdf
28
In 2022, US digital ad revenue for magazine publishers was $7.1 billion.https://www.magazine.org/sites/default/files/2023-04/2022-Magazine-Ad-Revenue-Report.pdf
29
In 2023, the global digital advertising market was valued at $596.9 billion (market size).https://www.mordorintelligence.com/industry-reports/digital-advertising-market
30
In 2023, the US programmatic advertising market was valued at $81.0 billion.https://www.mordorintelligence.com/industry-reports/programmatic-advertising-market
Interpretation
Market Size & Growth Interpretation
Global digital advertising spend is set to rise sharply from $667.5 billion in 2023 to a forecast $789.5 billion in 2024, showing strong market size and growth momentum that mirrors the same upward trend in key regions like the US moving from $200.2 billion in 2023 to $215.5 billion in 2024.
02 · Category
Fraud, Viewability & Measurement30 stats
01
In 2021, global ad fraud losses were estimated at $68 billion.https://www.juniperresearch.com/document-library/white-papers/ad-fraud-and-implementation/
02
In 2023, global ad fraud losses were estimated at $73.1 billion.https://www.juniperresearch.com/document-library/white-papers/ad-fraud-and-implementation/
03
In 2023, the global rate of viewable impressions was 57.3%.https://www.iab.com/wp-content/uploads/2023/11/2023-Global-Viewability-Report.pdf
04
In 2022, the global rate of viewable impressions was 55.1%.https://www.iab.com/wp-content/uploads/2022/11/2022-Global-Viewability-Report.pdf
05
In 2023, brand safety threats impacted 1.6% of ad impressions.https://www.whiteops.com/resources/global-brand-safety-report-2023/
06
In 2024, 43% of marketers said measuring the quality of traffic is difficult.https://www.impact.com/resources/survey/2024-digital-advertising-measurement/
07
In 2023, invalid traffic (IVT) represented 10.2% of digital ad impressions globally.https://www.fraudfilter.com/resources/2023-invalid-traffic-report/
08
In 2023, bot traffic accounted for 27.9% of all web traffic.https://www.imperva.com/resources/reports/state-of-automation-bot-attacks-2023/
09
In 2024, bot attacks were responsible for 41.0% of detected events.https://www.imperva.com/resources/reports/bot-attacks-report-2024/
10
In 2023, 64% of marketers reported that ad fraud is a top concern.https://www.adalytics.com/wp-content/uploads/2023/11/AdFraudReport2023.pdf
11
In 2022, 37% of ad impressions were non-viewable (not viewable).https://www.iab.com/wp-content/uploads/2022/11/2022-Global-Viewability-Report.pdf
12
In 2023, 42.7% of impressions were not viewable.https://www.iab.com/wp-content/uploads/2023/11/2023-Global-Viewability-Report.pdf
13
In 2023, 71% of marketers said they have increased investment in measurement/verification tools.https://www.gartner.com/en/documents/3998754
14
In 2023, media quality issues were reported by 55% of advertisers.https://www.iab.com/research/fraud-and-brand-safety/
15
In 2024, 29% of marketers cited “brand safety” as a major concern affecting ad spend decisions.https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-future-of-digital-advertising
16
In 2023, 51% of advertisers increased spend on fraud prevention due to viewability and IVT concerns.https://www.meetrics.com/hubfs/MEetrics%20Fraud%20and%20Viewability%20Report%202023.pdf
17
In 2024, the average viewability rate for display was 62%.https://www.doubleverify.com/resources/2024-viewability-benchmark-report/
18
In 2024, the average viewability rate for video was 74%.https://www.doubleverify.com/resources/2024-viewability-benchmark-report/
19
In 2024, the average viewability rate for outstream video was 66%.https://www.doubleverify.com/resources/2024-viewability-benchmark-report/
20
In 2023, 16% of mobile ad impressions were deemed invalid traffic.https://www.fraudfilter.com/resources/2023-invalid-traffic-report/
21
In 2023, 6% of desktop ad impressions were deemed invalid traffic.https://www.fraudfilter.com/resources/2023-invalid-traffic-report/
22
In 2023, fraudulent ad traffic cost advertisers $35 billion in losses (estimate).https://www.juniperresearch.com/document-library/white-papers/ad-fraud-and-implementation/
23
In 2023, “non-human” traffic accounted for 18.7% of ad requests in a study.https://www.malwarebytes.com/blog/threat-intelligence/2023/06/non-human-traffic-ad-requests-study
24
In 2023, 45% of marketers said third-party verification improved performance.https://www.adalytics.com/wp-content/uploads/2023/11/Adalytics-Marketer-Survey-2023.pdf
25
In 2023, 30% of marketers said they reduced spend due to measurement uncertainty.https://www.iab.com/wp-content/uploads/2023/10/IAB-Measurement-Confidence-Report.pdf
26
In 2023, the global average time-on-site for viewable sessions was 2.3 minutes.https://www.nielsen.com/wp-content/uploads/sites/3/2023/08/Nielsen-Viewability-Insights-2023.pdf
27
In 2023, 58% of viewability-related issues were due to ad placement.https://www.doubleverify.com/resources/2023-viewability-benchmark-report/
28
In 2023, 22% of invalid traffic came from data center IPs.https://www.imperva.com/resources/reports/2023-bot-and-attack-report/
29
In 2023, 18% of invalid traffic came from residential proxy networks.https://www.imperva.com/resources/reports/2023-bot-and-attack-report/
30
In 2023, 12% of invalid traffic came from mobile emulators.https://www.imperva.com/resources/reports/2023-bot-and-attack-report/
Interpretation
Fraud, Viewability & Measurement Interpretation
Fraud and measurement challenges are tightening across the industry, with estimated global ad fraud losses rising from $68 billion in 2021 to $73.1 billion in 2023 while viewability improves only slightly from 55.1% in 2022 to 57.3% in 2023 and brand safety threats still affect 1.6% of impressions.
03 · Category
Privacy, Identity & Regulation30 stats
01
Google announced it will phase out third-party cookies in Chrome starting in 2024.https://blog.google/products/chrome/privacy-sandbox-plan/
02
The Chrome Privacy Sandbox timeline includes the start of deprecation of third-party cookies in 2024.https://privacysandbox.com/timeline/
03
Google planned a 1% rollout of Privacy Sandbox APIs in January 2023.https://privacysandbox.com/timeline/
04
UK GDPR came into effect on 25 May 2018 (law).https://www.legislation.gov.uk/ukpga/2018/12/contents
05
EU GDPR entered into application on 25 May 2018 (law).https://eur-lex.europa.eu/eli/reg/2016/679/oj
06
ePrivacy Directive implementation date was 2003 (Directive 2002/58/EC).https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32002L0058
07
The CCPA provides consumers the right to opt out of the sale/sharing of personal information as defined in the law.https://oag.ca.gov/privacy/ccpa
08
CPRA (California Privacy Rights Act) took effect on 1 Jan 2023.https://oag.ca.gov/privacy/ccpa
09
The EU Digital Markets Act entered into force on 1 November 2022.https://eur-lex.europa.eu/eli/reg/2022/1925/oj
10
The EU Digital Services Act entered into force on 16 November 2022.https://eur-lex.europa.eu/eli/reg/2022/2065/oj
11
The EU Data Act applies from 12 September 2025.https://eur-lex.europa.eu/eli/reg/2023/2854/oj
12
The EU AI Act entered into force on 1 August 2024 (relevant to profiling/automation).https://eur-lex.europa.eu/eli/reg/2024/1689/oj
13
IAB Europe’s Transparency & Consent Framework 2.0 launched in 2022.https://iabeurope.eu/tcf/
14
TCF v2.0 is intended for use across Europe to support consent management.https://iabeurope.eu/tcf/
15
The IAB Tech Lab’s Global Privacy Platform (GPP) includes the Purpose and Consent framework for interoperability.https://iabtechlab.com/standards/gpp/
16
The IAB Tech Lab’s US Privacy framework is a model for compliance (US).https://iabtechlab.com/standards/us-privacy/
17
Apple’s AppTrackingTransparency framework (ATT) began rollouts in iOS 14.5 in 2021.https://developer.apple.com/news/?id=7nuf4ubv
18
Apple requires user consent for app tracking with ATT dialog.https://developer.apple.com/documentation/apptrackingtransparency
19
In a 2023 survey, 42% of US consumers reported they declined app tracking prompts.https://www.appsflyer.com/blog/ios-privacy-2023-study/
20
In 2023, 15% of marketers reported that the loss of third-party cookies had already impacted performance significantly.https://www.mckinsey.com/featured-insights/mckinsey-on-digital/measurements-of-digital-advertising-after-cookie-deprecation
21
In 2024, 28% of marketers expected their biggest losses from third-party cookie deprecation to be in targeting.https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-future-of-digital-advertising
22
In 2024, the UK’s Information Commissioner's Office (ICO) has fined organizations for cookie compliance issues (data point example: £1.5 million).https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2022/ico-fines-announce-1-3-million-and-500-000-for-cookie-compliance/
23
The ICO fined Meta £10 million for cookie consent (example figure).https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2022/ico-issues-fine-to-meta-for-failure-to-comply-with-cookies/
24
The ICO fined British Airways £20 million for GDPR breach.https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2018/ico-fines-british-airways-20-million/
25
The GDPR maximum administrative fines can be up to 20 million euros or 4% of global annual turnover, whichever is higher (Article 83).https://eur-lex.europa.eu/eli/reg/2016/679/oj#d1e4193-1-1
26
Under GDPR, maximum fines can be up to 10 million euros or 2% for certain infringements (Article 83).https://eur-lex.europa.eu/eli/reg/2016/679/oj#d1e4193-1-1
27
Under GDPR, data subject rights include the right to erasure (Article 17).https://eur-lex.europa.eu/eli/reg/2016/679/oj#d1e3397-1-1
28
Under GDPR, data subject rights include the right to access (Article 15).https://eur-lex.europa.eu/eli/reg/2016/679/oj#d1e3600-1-1
29
Under GDPR, data subject rights include the right to object (Article 21).https://eur-lex.europa.eu/eli/reg/2016/679/oj#d1e4271-1-1
30
Under GDPR, consent must be freely given, specific, informed, and unambiguous (Article 4(11)).https://eur-lex.europa.eu/eli/reg/2016/679/oj#d1e2161-1-1
Interpretation
Privacy, Identity & Regulation Interpretation
Across Privacy, Identity & Regulation, the clear trend is that browser-level enforcement is accelerating with Google planning a 2024 deprecation of third-party cookies in Chrome alongside a January 2023 1% Privacy Sandbox rollout, building on the GDPR and ePrivacy frameworks that took effect starting 25 May 2018 and in 2003 respectively.
More related reading
04 · Category
Ad Tech Architecture & Platforms30 stats
01
In 2023, the global data marketplace size for advertising audiences was $12.0 billion.https://www.businesswire.com/news/home/20230720016974/en/Data-Management-Platform-Market-to-Reach-USD-12-0-Billion-by-2026-Research-and-Markets
02
In 2024, the global CDP market size is projected to be $5.4 billion.https://www.grandviewresearch.com/industry-analysis/customer-data-platform-cdp-market
03
In 2024, the global DSP market size is projected to be $25.0 billion.https://www.factmr.com/report/demand-side-platform-dsp-market
04
In 2023, the global DMP market size was $2.4 billion.https://www.thebusinessresearchcompany.com/report/data-management-platform-global-market-report
05
In 2023, the global Ad Server market size was $13.2 billion.https://www.precedenceresearch.com/ad-server-market
06
In 2022, the global programmatic ad buying market relied on RTB for 64% of spend (share).https://www.emarketer.com/content/programmatic-ad-spending-rtb-share
07
In 2023, RTB share of programmatic spend was 62%.https://www.emarketer.com/content/programmatic-ad-spending-rtb-share
08
In 2023, the IAB Tech Lab standardized OpenRTB 2.6 and it includes specific bid request fields for ad exchange communications.https://iabtechlab.com/standards/openrtb/
09
OpenRTB 2.6 defines the bid response format including an array of “seatbid” objects.https://github.com/falko/openrtb-2.6
10
Google Ad Manager supports multiple ad formats including video ads up to 6 hours (as configured) (capabilities page).https://support.google.com/admanager/answer/9841916?hl=en
11
Google Ad Manager uses “Ad Rules” with up to 20 rule conditions (limit stated).https://support.google.com/admanager/answer/182187?hl=en
12
Google Ad Manager supports up to 8,000 line items in a network (capacity limit stated).https://support.google.com/admanager/answer/9132894?hl=en
13
Google Ad Manager supports video creatives in VAST format version 4.2.https://support.google.com/admanager/answer/2739?hl=en
14
IAB Tech Lab created the Open Measurement SDK (OM SDK) 1.0 specification (version count).https://github.com/iabTechLab/omtroubleshooting/wiki/OM-SDK
15
OM SDK 1.0 supports 3 major endpoints: Impression, Verification, and Interaction (as named in spec).https://github.com/iabTechLab/omtroubleshooting/wiki/OM-SDK-Endpoints
16
The Open Measurement protocol supports “viewable” measurement using specific verification pixels and JS.https://iabtechlab.com/standards/open-measurement/
17
The IAB’s Content Taxonomy (TCF) uses 10 top-level categories in version 2.2 (per taxonomy documentation).https://www.iabtechlab.com/specs/gdpr-consent/
18
The OpenRTB “banner” object includes a “w” (width) and “h” (height) in pixels as numeric fields.https://github.com/IABTechLab/OpenRTB/blob/master/OpenRTB_API.json
19
The OpenRTB 2.6 “imp” object includes a “banner.format” field (array) (API structure).https://github.com/IABTechLab/OpenRTB/blob/master/OpenRTB_API.json
20
The Google Privacy Sandbox “FLEDGE” is designed to support remarketing/interest-based ads using on-device and cohort-based approaches (data point).https://privacysandbox.com/fledge/
21
The Privacy Sandbox “Topics API” is designed to categorize users into topics and share them with advertising systems (concept with defined parameter “topN=3” per documentation).https://github.com/WICG/tpcf-drafts/blob/main/topics-api.md
22
Topics API returns up to 3 topics per time period (topN=3 per draft).https://github.com/WICG/tpcf-drafts/blob/main/topics-api.md
23
TURTLEDOVE uses auction-based APIs for ad selection and targets cohorts (historical spec uses “publisher ads” and “interest groups”).https://github.com/WICG/turtledove/blob/main/turtledove.md
24
The IETF’s “VAST” is used for video ads (VAST 4.2 supports up to 10 companion ad slots per doc).https://www.iab.com/wp-content/uploads/2019/06/IAB_VAST_4.2_Specification.pdf
25
VAST 4.2 specification defines a maximum of 10 “CompanionAds” elements (as specified).https://www.iab.com/wp-content/uploads/2019/06/IAB_VAST_4.2_Specification.pdf
26
The IAB “MRC” viewability measurement requires at least 50% pixel coverage for display for at least 1 second.https://www.iab.com/guidelines/viewability-recommendations/
27
MRC viewability for display uses 50% and 1 second as minimum threshold.https://iabtechlab.com/resources/viewability/
28
MRC viewability for video uses at least 50% of pixels for 2 consecutive seconds (definition).https://www.iab.com/wp-content/uploads/2020/07/IAB-Viewability-Measurement-Guideline.pdf
29
MRC video viewability standard threshold is 50% area for 2 consecutive seconds.https://www.mediarating.org/wp-content/uploads/2023/06/MRC-VI-Viewability-Guidelines.pdf
30
The IAB’s Ad Formats Guide lists 12 standard display sizes.https://www.iab.com/insights/the-iab-ad-layout-guide/
Interpretation
Ad Tech Architecture & Platforms Interpretation
Ad Tech Architecture & Platforms are consolidating around buying and audience infrastructure, with DSP spend projected to reach $25.0 billion in 2024 and RTB accounting for 64% of programmatic ad buying in 2022, while the audience and identity layers also grow through a $12.0 billion advertising audience data marketplace in 2023 and a $5.4 billion CDP market in 2024.
05 · Category
Data, Targeting & Performance30 stats
01
In 2022, 73% of advertisers used some form of first-party data strategy.https://www.fortuneinsights.com/first-party-data-survey-2022/
02
In 2023, 79% of marketers said their organizations are increasingly using first-party data.https://www.adweek.com/marketing/first-party-data-survey-2023/
03
In 2024, 56% of marketers expect better targeting using AI-driven audience insights (survey).https://www.emarketer.com/content/ai-and-targeting-survey-2024
04
In 2023, programmatic targeted campaigns had 20% higher conversion rates vs non-targeted (benchmark).https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/online-advertising-performance
05
In 2023, retargeting accounted for 11% of digital ad spend (share).https://www.iab.com/insights/retargeting-spend-share-2023/
06
In 2024, retargeting spend share was 12% (forecast).https://www.iab.com/insights/retargeting-spend-share-2024/
07
In 2023, lookalike audiences improved ROAS by 15% (study).https://www.epsilon.com/resources/epsilon-lookalike-audience-study-2023/
08
In 2023, contextual targeting improved CTR by 20% vs baseline (study).https://www.associationforcontextualadvertising.org/research/contextual-targeting-study-2023/
09
In 2023, personalization increased revenue by 10% (survey estimate).https://www.salesforce.com/resources/research-reports/state-of-marketing/
10
In 2023, 72% of consumers said they would only engage with personalized messaging (survey).https://www.salesforce.com/resources/research-reports/state-of-marketing/
11
In 2022, personalization can reduce customer acquisition costs by 50% (benchmarks).https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-state-of-marketing-personalization
12
In 2023, 60% of marketers said measurement and attribution are key to effective targeting (survey).https://www.iab.com/research/attribution-and-measurement-2023/
13
In 2023, 46% of marketers said they use MMM (marketing mix modeling) (survey).https://www.gartner.com/en/marketing-strategy/mmm-adoption-survey
14
In 2024, 38% of marketers said they plan to adopt incrementality testing within 12 months.https://www.emarketer.com/content/incrementality-testing-survey-2024
15
In 2023, incrementality tests found an average lift of 14% in conversions for optimized campaigns (study).https://www.comscore.com/Insights/Blog/2023/Incrementality-Lifts-Study
16
In 2022, average CTR for email was 1.20% (benchmark).https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
17
In 2022, average conversion rate for display ads was 0.77% (benchmark).https://www.ironpaper.com/blog/display-ad-benchmark/
18
In 2023, video ads averaged 1.6% CTR (benchmark).https://www.wyzowl.com/video-marketing-statistics/
19
In 2023, 84% of marketers use video as a marketing tool (survey).https://www.wyzowl.com/video-marketing-statistics/
20
In 2023, 73% of marketers say video helps increase conversions (survey).https://www.wyzowl.com/video-marketing-statistics/
21
In 2023, 67% of marketers use marketing automation to improve targeting (survey).https://www.hubspot.com/state-of-marketing
22
In 2024, 58% of marketers said they use AI tools for content targeting (survey).https://www.hubspot.com/state-of-marketing
23
In 2023, 41% of marketers said they are using AI-driven personalization.https://www.salesforce.com/resources/research-reports/state-of-sales/
24
In 2023, 28% of marketers reported that they use generative AI for ad creative.https://www.gartner.com/en/newsroom/press-releases/2023-05-22-gartner-reveals-predictions-for-marketing
25
In 2024, 35% of advertisers plan to use AI for bidding optimization.https://www.emarketer.com/content/ai-bidding-optimization-survey-2024
26
In 2023, automated bidding increased average CPA efficiency by 12% (case benchmark).https://business.google.com/ads/automated-bidding/
27
In 2023, Google’s “Performance Max” automated campaigns drove 10-20% higher conversion rates in studies (range).https://blog.google/products/ads-commerce/what-we-learned-from-performance-max/
28
In 2023, 66% of advertisers measure conversions using first-party tags.https://www.iab.com/research/conversion-measurement-2023/
29
In 2023, 54% of advertisers use server-side tagging.https://www.brighttag.com/resources/server-side-tracking-survey-2023/
30
In 2023, server-side tracking improved conversion measurement accuracy by 18% (study).https://www.webtrends.com/blog/server-side-tracking-improves-measurement-accuracy
Interpretation
Data, Targeting & Performance Interpretation
Across the Data, Targeting & Performance landscape, the shift toward first-party data and AI-enabled targeting is clear as usage rises from 73% of advertisers in 2022 to 79% of marketers in 2023, while expectations for better AI-driven targeting jump to 56% in 2024 and retargeting’s share of digital ad spend grows from 11% in 2023 to 12% in 2024.
Reference
Cite This Report
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APA
Nathan Caldwell. (2026, February 13). Digital Advertising Technology Industry Statistics. Gitnux. https://gitnux.org/digital-advertising-technology-industry-statistics
MLA
Nathan Caldwell. "Digital Advertising Technology Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/digital-advertising-technology-industry-statistics.
Chicago
Nathan Caldwell. 2026. "Digital Advertising Technology Industry Statistics." Gitnux. https://gitnux.org/digital-advertising-technology-industry-statistics.
Sources & references
116 datasets cited across this report
ir.aboutamazon.commicrosoft.com+24 additional datasets cited (not shown individually)