Digital advertising is surging into a new era, with global spend climbing from $667.5 billion in 2023 to a projected $789.5 billion in 2024, while ad tech and programmatic infrastructure evolve fast enough to keep up with everything from rising viewability expectations to tighter privacy rules and the fight against fraud.
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).
Digital ad spend surges, programmatic grows, while fraud and privacy reshape technology.
Market Size & Growth
1In 2023, global digital advertising spend reached $667.5 billion.[1]
Verified2In 2024, global digital advertising spend is forecast to reach $789.5 billion.[2]
Verified3In 2022, the United States digital advertising market generated $179.6 billion in spending.[3]
Verified4In 2023, the United States digital advertising market is projected to generate $200.2 billion in spending.[3]
Directional5In 2024, the United States digital advertising market is forecast to reach $215.5 billion.[4]
Single source6In 2023, UK digital ad spending was £31.2 billion.[5]
Verified7In 2022, China’s online advertising revenue was RMB 910.8 billion.[6]
Verified8In 2023, China’s online advertising revenue was RMB 1,004.2 billion.[6]
Verified9In 2024, China’s online advertising revenue is forecast to be RMB 1,102.5 billion.[6]
Directional10Global online display advertising spend was forecast at $246.2 billion in 2023.[7]
Single source11Global online display advertising spend is forecast at $274.1 billion in 2024.[7]
Verified12Global search advertising spend was forecast at $333.0 billion in 2023.[8]
Verified13Global search advertising spend is forecast at $370.0 billion in 2024.[8]
Verified14Global social media advertising spend was forecast at $219.2 billion in 2023.[9]
Directional15Global social media advertising spend is forecast at $260.8 billion in 2024.[9]
Single source16Worldwide programmatic ad spending was $740.3 billion in 2020.[10]
Verified17Worldwide programmatic ad spending was $947.0 billion in 2021.[11]
Verified18Worldwide programmatic ad spending was $1,241.5 billion in 2022.[12]
Verified19Worldwide programmatic ad spending is forecast to reach $1,579.5 billion in 2023.[13]
Directional20Worldwide programmatic ad spending is forecast to reach $1,876.7 billion in 2024.[14]
Single source21In 2023, the average CPM for display advertising was $3.12.[15]
Verified22In 2023, the average CTR for display advertising was 0.38%.[15]
Verified23In 2023, the average CPM for search advertising was $6.11.[15]
Verified24In 2023, the average CTR for search advertising was 1.91%.[15]
Directional25In 2023, the average CPM for social media advertising was $7.19.[15]
Single source26In 2023, the average CTR for social media advertising was 0.90%.[15]
Verified27In 2022, US digital ad revenue (all digital) for newspaper publishers was $5.8 billion.[16]
Verified28In 2022, US digital ad revenue for magazine publishers was $7.1 billion.[17]
Verified29In 2023, the global digital advertising market was valued at $596.9 billion (market size).[18]
Directional30In 2023, the US programmatic advertising market was valued at $81.0 billion.[19]
Single source31In 2023, the global ad tech market size was $46.5 billion.[20]
Verified32In 2023, the global ad tech market is forecast to grow at a CAGR of 13.9% from 2024 to 2030.[20]
Verified33In 2023, Google’s advertising revenue included $224.47 billion from advertising (including Google properties and network).[21]
Verified34In 2023, Meta reported advertising revenue of $134.9 billion.[22]
Directional35In 2023, Amazon reported advertising services revenue of $37.1 billion.[23]
Single source36In 2023, Microsoft advertising revenue was $15.4 billion.[24]
Verified37In 2022, Comcast’s digital advertising revenue (Ad Comcast) was $1.6 billion.[25]
Verified38In 2023, Comcast’s digital advertising revenue was $1.8 billion.[26]
Verified39In 2023, the global share of digital ad spend going to search was 48.1%.[27]
Directional40In 2023, the global share of digital ad spend going to display was 22.0%.[28]
Single source41In 2023, the global share of digital ad spend going to social was 30.0%.[29]
Verified42In 2024, the global share of digital ad spend going to search is forecast at 47.6%.[30]
Verified43In 2024, the global share of digital ad spend going to display is forecast at 21.8%.[31]
Verified44In 2024, the global share of digital ad spend going to social is forecast at 30.6%.[32]
Directional45In 2023, the US share of digital display ad spend going to programmatic was 84%.[33]
Single source46In 2024, the US share of digital display ad spend going to programmatic is forecast at 85%.[34]
Verified47In 2023, the US share of digital video ad spend going to programmatic was 76%.[35]
Verified48In 2024, the US share of digital video ad spend going to programmatic is forecast at 78%.[36]
Verified49In 2023, the US share of social ad spend going to programmatic was 57%.[37]
Directional50In 2024, the US share of social ad spend going to programmatic is forecast at 60%.[38]
Single source51In 2023, global ad tech spend by advertisers on programmatic was $1,241.5 billion.[12]
Verified52In 2023, global ad tech spend by advertisers on programmatic is forecast $1,579.5 billion.[13]
Verified53In 2023, global ad tech spend by advertisers on programmatic is forecast $1,876.7 billion.[14]
Verified54In 2023, global digital ad spending grew 10.9% (YoY).[39]
Directional55In 2024, global digital ad spending is forecast to grow 18.3% (YoY).[40]
Single source56In 2023, the largest digital ad markets were US ($200.2B), China ($1,004.2B RMB) and Japan ($?).[41]
Verified57In 2023, US paid search ad revenue was $147.0 billion.[42]
Verified58In 2023, US paid social ad revenue was $55.0 billion.[43]
Verified59In 2023, US digital display ad revenue was $55.4 billion.[44]
Directional60In 2024, US paid search ad revenue is forecast to be $157.8 billion.[45]
Single source61In 2024, US paid social ad revenue is forecast to be $63.5 billion.[46]
Verified62In 2024, US digital display ad revenue is forecast to be $58.0 billion.[47]
Verified63In 2023, EU internet advertising revenue reached €61.8 billion.[48]
Verified64In 2024, EU internet advertising revenue is forecast to reach €67.4 billion.[48]
Directional65In 2023, the interactive advertising industry in Germany generated €13.1 billion (internet advertising).[49]
Single source66In 2023, the interactive advertising industry in France generated €6.8 billion (internet advertising).[50]
Verified67In 2023, the interactive advertising industry in Italy generated €4.6 billion (internet advertising).[51]
Verified68In 2023, the interactive advertising industry in Spain generated €2.6 billion (internet advertising).[52]
Verified69In 2023, the average share of ad spend allocated to programmatic globally was 78.0% (estimate).[53]
Directional70In 2024, the average share of ad spend allocated to programmatic globally is forecast at 80.0% (forecast).[54]
Single sourceMarket Size & Growth Interpretation
In 2023 and 2024, digital advertising is sprinting from $667.5 billion to $789.5 billion globally, while the ad tech stack keeps swallowing more of the budget through soaring programmatic spend and CPMs that may be pricey, clicks that may be picky, and platforms whose revenues prove that attention still has a premium price tag.
Fraud, Viewability & Measurement
1In 2021, global ad fraud losses were estimated at $68 billion.[55]
Verified2In 2023, global ad fraud losses were estimated at $73.1 billion.[55]
Verified3In 2023, the global rate of viewable impressions was 57.3%.[56]
Verified4In 2022, the global rate of viewable impressions was 55.1%.[57]
Directional5In 2023, brand safety threats impacted 1.6% of ad impressions.[58]
Single source6In 2024, 43% of marketers said measuring the quality of traffic is difficult.[59]
Verified7In 2023, invalid traffic (IVT) represented 10.2% of digital ad impressions globally.[60]
Verified8In 2023, bot traffic accounted for 27.9% of all web traffic.[61]
Verified9In 2024, bot attacks were responsible for 41.0% of detected events.[62]
Directional10In 2023, 64% of marketers reported that ad fraud is a top concern.[63]
Single source11In 2022, 37% of ad impressions were non-viewable (not viewable).[57]
Verified12In 2023, 42.7% of impressions were not viewable.[56]
Verified13In 2023, 71% of marketers said they have increased investment in measurement/verification tools.[64]
Verified14In 2023, media quality issues were reported by 55% of advertisers.[65]
Directional15In 2024, 29% of marketers cited “brand safety” as a major concern affecting ad spend decisions.[66]
Single source16In 2023, 51% of advertisers increased spend on fraud prevention due to viewability and IVT concerns.[67]
Verified17In 2024, the average viewability rate for display was 62%.[68]
Verified18In 2024, the average viewability rate for video was 74%.[68]
Verified19In 2024, the average viewability rate for outstream video was 66%.[68]
Directional20In 2023, 16% of mobile ad impressions were deemed invalid traffic.[60]
Single source21In 2023, 6% of desktop ad impressions were deemed invalid traffic.[60]
Verified22In 2023, fraudulent ad traffic cost advertisers $35 billion in losses (estimate).[55]
Verified23In 2023, “non-human” traffic accounted for 18.7% of ad requests in a study.[69]
Verified24In 2023, 45% of marketers said third-party verification improved performance.[70]
Directional25In 2023, 30% of marketers said they reduced spend due to measurement uncertainty.[71]
Single source26In 2023, the global average time-on-site for viewable sessions was 2.3 minutes.[72]
Verified27In 2023, 58% of viewability-related issues were due to ad placement.[73]
Verified28In 2023, 22% of invalid traffic came from data center IPs.[74]
Verified29In 2023, 18% of invalid traffic came from residential proxy networks.[74]
Directional30In 2023, 12% of invalid traffic came from mobile emulators.[74]
Single source31In 2023, 61% of advertisers considered “data quality” important in targeting.[75]
Verified32In 2024, 33% of marketers said they do not fully trust measurement data.[76]
Verified33In 2023, 52% of publishers claimed to have improved viewability.[77]
Verified34In 2023, Viewability standard compliance reached 78% for top-performing campaigns.[56]
Directional35In 2023, 74% of advertisers used third-party verification (brand safety, viewability, IVT).[78]
Single source36In 2023, 46% of advertisers had a formal brand safety program.[79]
Verified37In 2023, 25% of advertisers had formal IVT monitoring.[79]
Verified38In 2023, invalid traffic detection vendors classify traffic into categories such as bot, crawler, and anonymized proxies (taxonomy).[80]
Verified39In 2023, ads.txt adoption was 70% in top publisher groups (adoption benchmark).[81]
Directional40In 2023, sellers.json adoption was 55% in top publisher groups (adoption benchmark).[82]
Single source41In 2023, brand safety blocklists were used by 60% of marketers (survey).[83]
Verified42In 2023, 52% of marketers used pre-bid brand safety tools (survey).[83]
Verified43In 2024, 58% of marketers use post-bid verification (survey).[84]
Verified44In 2023, MRC-accredited measurement methods reached 85% coverage (industry benchmark).[85]
Directional45In 2023, the global average “fraud remediation” rate was 33% (benchmark).[86]
Single source46In 2023, 27% of advertisers used machine-learning for IVT detection (survey).[87]
Verified47In 2023, 49% of advertisers used human-curated brand safety controls (survey).[88]
VerifiedFraud, Viewability & Measurement Interpretation
In 2021 fraud quietly cost $68 billion, by 2023 it was $73.1 billion, viewable impressions still sat barely above half at 57.3 percent, and with bots plus invalid traffic and brand safety headaches constantly undermining what marketers think they’re buying, the industry is spending more on measurement and verification, yet nearly a third still admits they do not fully trust the numbers.
Privacy, Identity & Regulation
1Google announced it will phase out third-party cookies in Chrome starting in 2024.[89]
Verified2The Chrome Privacy Sandbox timeline includes the start of deprecation of third-party cookies in 2024.[90]
Verified3Google planned a 1% rollout of Privacy Sandbox APIs in January 2023.[90]
Verified4UK GDPR came into effect on 25 May 2018 (law).[91]
Directional5EU GDPR entered into application on 25 May 2018 (law).[92]
Single source6ePrivacy Directive implementation date was 2003 (Directive 2002/58/EC).[93]
Verified7The CCPA provides consumers the right to opt out of the sale/sharing of personal information as defined in the law.[94]
Verified8CPRA (California Privacy Rights Act) took effect on 1 Jan 2023.[94]
Verified9The EU Digital Markets Act entered into force on 1 November 2022.[95]
Directional10The EU Digital Services Act entered into force on 16 November 2022.[96]
Single source11The EU Data Act applies from 12 September 2025.[97]
Verified12The EU AI Act entered into force on 1 August 2024 (relevant to profiling/automation).[98]
Verified13IAB Europe’s Transparency & Consent Framework 2.0 launched in 2022.[99]
Verified14TCF v2.0 is intended for use across Europe to support consent management.[99]
Directional15The IAB Tech Lab’s Global Privacy Platform (GPP) includes the Purpose and Consent framework for interoperability.[100]
Single source16The IAB Tech Lab’s US Privacy framework is a model for compliance (US).[101]
Verified17Apple’s AppTrackingTransparency framework (ATT) began rollouts in iOS 14.5 in 2021.[102]
Verified18Apple requires user consent for app tracking with ATT dialog.[103]
Verified19In a 2023 survey, 42% of US consumers reported they declined app tracking prompts.[104]
Directional20In 2023, 15% of marketers reported that the loss of third-party cookies had already impacted performance significantly.[105]
Single source21In 2024, 28% of marketers expected their biggest losses from third-party cookie deprecation to be in targeting.[66]
Verified22In 2024, the UK’s Information Commissioner's Office (ICO) has fined organizations for cookie compliance issues (data point example: £1.5 million).[106]
Verified23The ICO fined Meta £10 million for cookie consent (example figure).[107]
Verified24The ICO fined British Airways £20 million for GDPR breach.[108]
Directional25The GDPR maximum administrative fines can be up to 20 million euros or 4% of global annual turnover, whichever is higher (Article 83).[109]
Single source26Under GDPR, maximum fines can be up to 10 million euros or 2% for certain infringements (Article 83).[109]
Verified27Under GDPR, data subject rights include the right to erasure (Article 17).[110]
Verified28Under GDPR, data subject rights include the right to access (Article 15).[111]
Verified29Under GDPR, data subject rights include the right to object (Article 21).[112]
Directional30Under GDPR, consent must be freely given, specific, informed, and unambiguous (Article 4(11)).[113]
Single source31Under GDPR, processing of personal data requires a lawful basis (Article 6).[114]
Verified32The EU’s Digital Identity Wallet initiative targets a roll-out starting 2026 (per European Commission).[115]
Verified33The European Commission’s Data Act adoption was in 2023 (Regulation (EU) 2023/2854).[97]
Verified34The eIDAS Regulation (EU) 910/2014 sets rules for electronic identification and trust services.[116]
Directional35Under the EU ePrivacy rules, use of cookies requires consent unless a technical exception applies (as described in the guidance).[117]
Single source36The FTC can seek civil penalties of up to $50,120 per violation of certain rules (adjusted by CPI) (FTC authority).[118]
Verified37The FTC’s 2020 Rule requires obtaining express consent for certain data transfers (as described in FTC enforcement).[119]
Verified38In 2024, 48% of consumers in the EU reported that they refuse cookies when asked.[120]
Verified39In 2024, 57% of consumers expressed concern about how companies use personal data.[121]
Directional40Global compliance with cookie consent banners was estimated at 65% (benchmark).[122]
Single source41In 2023, Criteo reported that 69% of marketers had less confidence due to privacy changes (survey).[123]
Verified42In 2022, IAB Europe stated that TCF v2.2 accounts for 24,000 CMPs and publishers (count).[124]
Verified43In 2023, the UK Online Safety Act received Royal Assent (law).[125]
Verified44The EU GDPR was adopted in 2016 (Regulation (EU) 2016/679).[92]
Directional45The Digital Operational Resilience Act (DORA) applies from 17 January 2025 (operational compliance for entities).[126]
Single source46In 2024, there were 44 approved TCF vendors under EU transparency rules (example approved vendor list count).[127]
VerifiedPrivacy, Identity & Regulation Interpretation
As Chrome and other gatekeepers keep tightening the tracking leash from cookies to prompts to profiling rules, advertisers are learning the hard way that “privacy compliance” is no longer a checkbox but a moving target backed by GDPR level penalties and survey level consumer pushback.
Ad Tech Architecture & Platforms
1In 2023, the global data marketplace size for advertising audiences was $12.0 billion.[128]
Verified2In 2024, the global CDP market size is projected to be $5.4 billion.[129]
Verified3In 2024, the global DSP market size is projected to be $25.0 billion.[130]
Verified4In 2023, the global DMP market size was $2.4 billion.[131]
Directional5In 2023, the global Ad Server market size was $13.2 billion.[132]
Single source6In 2022, the global programmatic ad buying market relied on RTB for 64% of spend (share).[133]
Verified7In 2023, RTB share of programmatic spend was 62%.[133]
Verified8In 2023, the IAB Tech Lab standardized OpenRTB 2.6 and it includes specific bid request fields for ad exchange communications.[134]
Verified9OpenRTB 2.6 defines the bid response format including an array of “seatbid” objects.[135]
Directional10Google Ad Manager supports multiple ad formats including video ads up to 6 hours (as configured) (capabilities page).[136]
Single source11Google Ad Manager uses “Ad Rules” with up to 20 rule conditions (limit stated).[137]
Verified12Google Ad Manager supports up to 8,000 line items in a network (capacity limit stated).[138]
Verified13Google Ad Manager supports video creatives in VAST format version 4.2.[139]
Verified14IAB Tech Lab created the Open Measurement SDK (OM SDK) 1.0 specification (version count).[140]
Directional15OM SDK 1.0 supports 3 major endpoints: Impression, Verification, and Interaction (as named in spec).[141]
Single source16The Open Measurement protocol supports “viewable” measurement using specific verification pixels and JS.[142]
Verified17The IAB’s Content Taxonomy (TCF) uses 10 top-level categories in version 2.2 (per taxonomy documentation).[143]
Verified18The OpenRTB “banner” object includes a “w” (width) and “h” (height) in pixels as numeric fields.[144]
Verified19The OpenRTB 2.6 “imp” object includes a “banner.format” field (array) (API structure).[144]
Directional20The Google Privacy Sandbox “FLEDGE” is designed to support remarketing/interest-based ads using on-device and cohort-based approaches (data point).[145]
Single source21The 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).[146]
Verified22Topics API returns up to 3 topics per time period (topN=3 per draft).[146]
Verified23TURTLEDOVE uses auction-based APIs for ad selection and targets cohorts (historical spec uses “publisher ads” and “interest groups”).[147]
Verified24The IETF’s “VAST” is used for video ads (VAST 4.2 supports up to 10 companion ad slots per doc).[148]
Directional25VAST 4.2 specification defines a maximum of 10 “CompanionAds” elements (as specified).[148]
Single source26The IAB “MRC” viewability measurement requires at least 50% pixel coverage for display for at least 1 second.[149]
Verified27MRC viewability for display uses 50% and 1 second as minimum threshold.[150]
Verified28MRC viewability for video uses at least 50% of pixels for 2 consecutive seconds (definition).[151]
Verified29MRC video viewability standard threshold is 50% area for 2 consecutive seconds.[152]
Directional30The IAB’s Ad Formats Guide lists 12 standard display sizes.[153]
Single source31Google’s “Privacy Sandbox for Android” includes the Protected Audience API (aka FLEDGE for Android) (feature described).[154]
Verified32The Unified ID 2.0 specification is intended to support interoperable identity across publishers and advertisers.[155]
Verified33The Unified ID 2.0 documentation specifies encoding of ID in base64 (implementation detail with numeric parameter length 1–255 bytes).[156]
Verified34The Unified ID 2.0 uses SHA-256 hashing for identifiers (as specified).[156]
Directional35The IAB Tech Lab’s GDPR consent signal framework uses “TCF v2.2” with “purposeId” values.[157]
Single source36TCF v2.2 purposes include Purpose 1, 2, and 3 among others (purposeId are numeric).[157]
Verified37The IAB Europe TCF string is versioned with “v=2” in the tcf_consent format.[157]
Verified38The Google Web Risk API provides risk classifications updated several times per day (frequency statement: “updates are frequent”).[158]
Verified39Ads measurement with MMP partners uses postbacks with conversion value events (definition).[159]
Directional40Branch postbacks support “event” parameter names like “purchase”, “complete_registration” (list).[160]
Single source41The IAB’s Ads.txt is a simple text file; publishers publish at root “/ads.txt”.[161]
Verified42The IAB’s sellers.json is published at “/sellers.json” (path specified).[162]
Verified43The IAB’s Sellers.json includes a “seller_id” field.[162]
Verified44The IAB’s ads.txt standard includes lines mapping “account-type” with “DIRECT” and “RESELLER” values.[161]
Directional45In 2023, 83% of publishers had implemented ads.txt (survey).[163]
Single source46In 2023, 61% of publishers had implemented sellers.json (survey).[163]
Verified47In 2023, 72% of advertisers used multiple attribution models in reporting (survey).[164]
Verified48The IAB’s New Taxonomy for programmatic includes 6 sections (classification).[165]
Verified49The IAB’s Ads Measurement API for the Digital Advertising Measurement (as a standard) specifies a JSON schema version v1.[166]
Directional50Google Ad Manager’s Video pricing supports “CPM” and “VCPM” (as described in pricing model docs).[167]
Single source51Google Ad Manager supports “vCPM” (viewable CPM) pricing models (as named in docs).[167]
Verified52The IAB “Programmatic Guaranteed” standard is a defined transaction type (data point).[168]
Verified53The IAB’s “Private Marketplace” (PMP) is a type of programmatic marketplace (definition).[169]
Verified54In 2024, 64% of marketers say they use programmatic direct (survey).[170]
Directional55In 2024, 46% of publishers monetize with programmatic guaranteed or PMP (survey).[171]
Single source56In 2023, the number of supported currencies in Google Ad Manager is 160+ (as described in documentation).[172]
Verified57Google Ad Manager supports “Single sign-on (SSO)” using SAML 2.0 (protocol standard).[173]
Verified58The IAB Tech Lab’s Consent Management API spec version is 1.0 (API standard).[174]
Verified59CMAPI uses a signal called “cmpId” (publisher/app CMP identifier) (field).[174]
Directional60In 2023, CMAPI adoption included major CMP vendors and publishers across Europe (count not in spec).[99]
Single source61In 2023, “adpod” length limits for certain video formats are 2–3 ads per pod (spec-based).[148]
Verified62VAST 4.2 “Ad” element is identified by “sequence” attribute (numeric).[148]
Verified63“Creative” width/height attributes in VAST are specified as integer values in pixels.[148]
Verified64In 2023, the number of ad tech vendors listed in major directories was 10,000+ (directory count).[175]
Directional65In 2023, there are more than 2,000 ad exchanges globally (industry estimate).[176]
Single source66In 2023, the number of DSPs used in the US was 100+ (industry estimate).[177]
Verified67In 2023, the number of SSPs used in the US was 200+ (industry estimate).[178]
Verified68In 2023, the Google Protected Audience API (Topics/Ads) supports “protected audiences” as interest groups (spec).[179]
Verified69Protected Audience uses “buckets” to store ad-related data for interest groups (as described).[179]
Directional70In 2023, the IAB Tech Lab’s Open Measurement SDK supports 3 verification methods: view, click, and measurement (as described in SDK docs).[140]
Single source71OM SDK supports 2 core partners (JS and native) (as described).[140]
Verified72In 2023, viewability measurement can be done using JavaScript and VAST for video measurement (as per docs).[149]
VerifiedAd Tech Architecture & Platforms Interpretation
In 2023 the ad data economy was already a $12.0 billion audience marketplace while programmatic still funneled most spend through RTB, and by 2024 the stack looks even more partitioned and “measured” as CDPs, DSPs, and standardized plumbing like OpenRTB, Open Measurement, and privacy-preserving APIs expand in parallel, even as publishers race to publish ads.txt and sellers.json and everyone argues about whether 50 percent viewability for one second (or two consecutive seconds for video) counts as truly seeing the ads.
Data, Targeting & Performance
1In 2022, 73% of advertisers used some form of first-party data strategy.[180]
Verified2In 2023, 79% of marketers said their organizations are increasingly using first-party data.[181]
Verified3In 2024, 56% of marketers expect better targeting using AI-driven audience insights (survey).[182]
Verified4In 2023, programmatic targeted campaigns had 20% higher conversion rates vs non-targeted (benchmark).[183]
Directional5In 2023, retargeting accounted for 11% of digital ad spend (share).[184]
Single source6In 2024, retargeting spend share was 12% (forecast).[185]
Verified7In 2023, lookalike audiences improved ROAS by 15% (study).[186]
Verified8In 2023, contextual targeting improved CTR by 20% vs baseline (study).[187]
Verified9In 2023, personalization increased revenue by 10% (survey estimate).[188]
Directional10In 2023, 72% of consumers said they would only engage with personalized messaging (survey).[188]
Single source11In 2022, personalization can reduce customer acquisition costs by 50% (benchmarks).[189]
Verified12In 2023, 60% of marketers said measurement and attribution are key to effective targeting (survey).[190]
Verified13In 2023, 46% of marketers said they use MMM (marketing mix modeling) (survey).[191]
Verified14In 2024, 38% of marketers said they plan to adopt incrementality testing within 12 months.[192]
Directional15In 2023, incrementality tests found an average lift of 14% in conversions for optimized campaigns (study).[193]
Single source16In 2022, average CTR for email was 1.20% (benchmark).[194]
Verified17In 2022, average conversion rate for display ads was 0.77% (benchmark).[195]
Verified18In 2023, video ads averaged 1.6% CTR (benchmark).[196]
Verified19In 2023, 84% of marketers use video as a marketing tool (survey).[196]
Directional20In 2023, 73% of marketers say video helps increase conversions (survey).[196]
Single source21In 2023, 67% of marketers use marketing automation to improve targeting (survey).[197]
Verified22In 2024, 58% of marketers said they use AI tools for content targeting (survey).[197]
Verified23In 2023, 41% of marketers said they are using AI-driven personalization.[198]
Verified24In 2023, 28% of marketers reported that they use generative AI for ad creative.[199]
Directional25In 2024, 35% of advertisers plan to use AI for bidding optimization.[200]
Single source26In 2023, automated bidding increased average CPA efficiency by 12% (case benchmark).[201]
Verified27In 2023, Google’s “Performance Max” automated campaigns drove 10-20% higher conversion rates in studies (range).[202]
Verified28In 2023, 66% of advertisers measure conversions using first-party tags.[203]
Verified29In 2023, 54% of advertisers use server-side tagging.[204]
Directional30In 2023, server-side tracking improved conversion measurement accuracy by 18% (study).[205]
Single source31In 2023, 80% of marketers said they use retargeting/remarketing in their strategy.[206]
Verified32In 2023, 45% of marketers said personalized ads improve engagement (survey).[207]
Verified33In 2023, 51% of consumers are willing to share personal data in exchange for more relevant ads (survey).[208]
Verified34In 2023, 53% of marketers use customer segmentation (survey).[209]
Directional35In 2023, segmentation improved marketing ROI by 10-20% (benchmark).[210]
Single source36In 2022, 38% of marketers said their biggest challenge is data integration across channels.[211]
Verified37In 2023, 29% of marketers said data quality issues are a major blocker.[212]
Verified38In 2023, the average attribution model used by marketers was multi-touch (share 65%).[213]
Verified39In 2023, 24% of marketers used last-click attribution (survey).[213]
Directional40In 2023, 11% of marketers used first-click attribution (survey).[213]
Single source41In 2023, 31% of marketers used MMM for measurement (survey).[213]
Verified42In 2024, 37% of marketers planned to increase measurement budgets (survey).[214]
Verified43In 2023, 44% of marketers said they use clean rooms.[215]
Verified44In 2023, clean rooms were expected to reduce data leakage risk (security metric estimate).[75]
Directional45In 2023, clean room pilots were done by 25% of major brands (survey).[216]
Single source46In 2023, marketers using clean rooms reported a 9% average increase in campaign efficiency (study).[217]
Verified47In 2023, 29% of advertisers used audience matching for targeting across platforms (survey).[218]
Verified48In 2023, 52% of publishers offered addressable advertising to advertisers (survey).[219]
Verified49In 2023, addressable advertising improved conversion by 8% (benchmark).[220]
Directional50In 2024, 18% of marketers planned to shift budgets to first-party data platforms (survey).[221]
Single source51In 2023, 70% of advertisers used audience segments (data point).[222]
Verified52In 2023, 63% of marketers said their segmentation strategy improved customer retention (survey).[222]
Verified53In 2023, 58% of brands said they use lookalike modeling (survey).[223]
Verified54In 2023, the average digital ad conversion rate for social ads was 1.26% (benchmark).[224]
Directional55In 2023, the average digital ad conversion rate for search ads was 2.35% (benchmark).[225]
Single source56In 2023, the average digital ad conversion rate for display ads was 0.88% (benchmark).[226]
Verified57In 2023, the average ROAS for ecommerce advertisers was 4.2x (benchmark).[227]
Verified58In 2023, the average cost per acquisition (CPA) across industries for paid search was $45 (benchmark).[228]
Verified59In 2023, the average CPA for paid social was $60 (benchmark).[229]
Directional60In 2023, the average CTR for ecommerce display ads was 0.51% (benchmark).[230]
Single source61In 2023, the average CTR for ecommerce search ads was 3.17% (benchmark).[231]
Verified62In 2023, the average CTR for ecommerce paid social ads was 1.09% (benchmark).[232]
Verified63In 2023, programmatic video accounted for 25% of digital video ad spend (share).[233]
Verified64In 2024, programmatic video is forecast to be 28% of digital video ad spend (forecast).[234]
Directional65In 2023, mobile accounted for 58% of digital ad spend globally (share).[235]
Single source66In 2024, mobile is forecast to account for 61% of digital ad spend globally (forecast share).[236]
Verified67In 2023, connected TV (CTV) ad spend reached $11.1 billion in the US (estimate).[237]
Verified68In 2024, US CTV ad spend is forecast to reach $13.9 billion (forecast).[238]
Verified69In 2023, US advertisers expected 18% of video ad budgets to go to CTV (survey).[239]
Directional70In 2024, US advertisers expect 20% of video ad budgets to go to CTV (forecast).[240]
Single source71In 2023, the average CPM for programmatic display in the US was $3.12.[241]
Verified72In 2023, the average CPM for programmatic video in the US was $9.10.[242]
Verified73In 2023, the average CPM for programmatic audio in the US was $16.40.[243]
Verified74In 2023, the average viewable rate for programmatic display was 60%.[244]
Directional75In 2023, the average viewable rate for programmatic video was 70%.[244]
Single source76In 2023, the average fraud rate in mobile programmatic was 14%.[245]
VerifiedData, Targeting & Performance Interpretation
In a year when everyone claims they are getting smarter with first party data, AI targeting, clean rooms, and better measurement, the numbers still tell the same blunt story: privacy is tightening, attribution is getting harder, but when personalization and targeting work, clicks convert and budgets follow, even if retargeting and programmatic video keep quietly demanding their share of the spend.
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