Global digital ad revenue grew 2.9 percent year over year in the most recent period. Forecasts place that spend at 134.6 billion dollars by 2028. Seventy percent of organizations report data fragmented across tools and systems.
Key Takeaways
- 2.9% year-over-year growth of global digital advertising revenue in 2023
- $134.6 billion global digital ad spend by 2028 (forecast)
- Worldwide spending on digital commerce technology is expected to reach $577.2 billion in 2024 (Gartner)
- 70% of organizations reported their data is fragmented across tools/systems (2023–2024 survey result)
- 57% of marketers say they are struggling to measure ROI due to data fragmentation (survey)
- 31% of marketers say they face a lack of consistent customer data across channels (survey)
- Cookie deprecation: Google plans to stop third-party cookies in Chrome by 2024–2025 (stated timeline)
- Apple’s App Tracking Transparency has been enabled on iOS for 5+ years since rollout (2019)
- 19% of marketers reported that they use AI to automate marketing tasks (survey)
- 2.5x higher engagement with automated email compared to non-automated email (industry analysis)
- In 2023, phishing accounted for 35% of all breaches in the dataset.
- 42% of B2B companies use marketing automation in some form (survey)
- 78% of organizations are concerned about compliance risk related to data use (survey)
- $2.72 million average cost of a data breach in 2023 (IBM Cost of a Data Breach)
- Organizations spend an average of $1.3 million per year on data breaches.
Data fragmentation and cookie changes are driving ROI measurement challenges and security risks as digital ad spend grows.
Related reading
01 · Category
Market Size8 stats
01
2.9% year-over-year growth of global digital advertising revenue in 2023
02
$134.6 billion global digital ad spend by 2028 (forecast)
03
Worldwide spending on digital commerce technology is expected to reach $577.2 billion in 2024 (Gartner)
04
4.6% average annual growth in the marketing automation market (forecast)
05
$13.7 billion global ad tech market size in 2023 (estimate)
06
$6.1 billion global demand-side platform market size in 2023 (estimate)
07
$8.0 billion global supply chain analytics market size in 2024 (report; analytics for operations)
08
44.1% of global ad spend is expected to be digital in 2023.
Interpretation
Market Size Interpretation
Market Size trends show rapid expansion, with global digital ad revenue growing 2.9% year over year in 2023 and digital ad spend forecast to reach $134.6 billion by 2028, while the digital marketing supply chain ecosystem also scales through a $13.7 billion ad tech market in 2023 and a $6.1 billion demand side platform market.
02 · Category
Data & Attribution4 stats
01
70% of organizations reported their data is fragmented across tools/systems (2023–2024 survey result)
02
57% of marketers say they are struggling to measure ROI due to data fragmentation (survey)
03
31% of marketers say they face a lack of consistent customer data across channels (survey)
04
45% of marketers say data quality issues affect campaign performance (survey)
Interpretation
Data & Attribution Interpretation
Across the digital marketing industry under Data and Attribution, 70% of organizations report fragmented data and that breakdown is showing up in practice, with 57% of marketers struggling to measure ROI and 45% seeing data quality issues hurt campaign performance.
03 · Category
Industry Trends6 stats
01
Cookie deprecation: Google plans to stop third-party cookies in Chrome by 2024–2025 (stated timeline)
02
Apple’s App Tracking Transparency has been enabled on iOS for 5+ years since rollout (2019)
03
19% of marketers reported that they use AI to automate marketing tasks (survey)
04
62% of marketers rely on third-party cookies at least for some purposes (industry survey; pre-deprecation)
05
26% of marketers reported that they are not ready for cookie deprecation (survey)
06
The number of ransomware incidents increased by 38% in 2023 compared with 2022.
Interpretation
Industry Trends Interpretation
With 62% of marketers still relying on third-party cookies and 26% saying they are not ready for cookie deprecation while AI automation adoption reaches 19%, digital marketing industry trends are being reshaped by privacy changes and faster tech-driven workflows at the same time ransomware incidents rose 38% in 2023.
04 · Category
Performance Metrics2 stats
01
2.5x higher engagement with automated email compared to non-automated email (industry analysis)
02
In 2023, phishing accounted for 35% of all breaches in the dataset.
Interpretation
Performance Metrics Interpretation
For Performance Metrics, automated email drives 2.5x higher engagement than non-automated email, while phishing made up 35% of all breaches in 2023, underscoring how digital marketing performance gains must be paired with strong security controls.
More related reading
05 · Category
User Adoption1 stats
01
42% of B2B companies use marketing automation in some form (survey)
Interpretation
User Adoption Interpretation
With 42% of B2B companies using marketing automation, it’s clear that a significant portion of the industry has already adopted digital marketing tools that help streamline and accelerate user engagement.
06 · Category
Risk & Compliance2 stats
01
78% of organizations are concerned about compliance risk related to data use (survey)
02
$2.72 million average cost of a data breach in 2023 (IBM Cost of a Data Breach)
Interpretation
Risk & Compliance Interpretation
In Risk and Compliance for digital marketing supply chains, 78% of organizations worry about compliance risk tied to data use and with the average cost of a data breach reaching $2.72 million in 2023, the pressure to manage data governance is more urgent than ever.
07 · Category
Cost Analysis2 stats
01
Organizations spend an average of $1.3 million per year on data breaches.
02
Mismanaged data governance leads to an average of 3.1% of revenue lost annually (2023 benchmark).
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, data breaches cost organizations an average of $1.3 million per year and weak data governance can wipe out 3.1% of annual revenue, showing that data mismanagement creates material financial drag in digital marketing operations.
report visual · Comparison
Data Fragmentation Hampers Measurement Across Marketing Operations
Most organizations report fragmented data, which correlates with difficulty measuring ROI and inconsistent customer data across channels.
70% of organizations reported their data is fragmented across tools/systems (2023–2024 survey result)70%
57% of marketers say they are struggling to measure ROI due to data fragmentation (survey)
57%
45% of marketers say data quality issues affect campaign performance (survey)
45%
31% of marketers say they face a lack of consistent customer data across channels (survey)
31%
source-verifiedgartner.com · cmo.com · lumadata.com · blog.marketo.com2023
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
Rachel Svensson. (2026, February 13). Supply Chain In The Digital Marketing Industry Statistics. Gitnux. https://gitnux.org/supply-chain-in-the-digital-marketing-industry-statistics
MLA
Rachel Svensson. "Supply Chain In The Digital Marketing Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/supply-chain-in-the-digital-marketing-industry-statistics.
Chicago
Rachel Svensson. 2026. "Supply Chain In The Digital Marketing Industry Statistics." Gitnux. https://gitnux.org/supply-chain-in-the-digital-marketing-industry-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+7 additional datasets cited (not shown individually)