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Source & Notes
Data Table
Source: Insider Intelligence | eMarketerNovember 2023 
Note: includes classifieds, display (banners, rich media, video and other), email, lead generation, messaging-based and search advertising; includes ad spending on tablets; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; based on company reports; (1) includes Instagram advertising revenues; (2) includes ad revenues from YouTube; (3) data after 2015 is included under ad revenue for Microsoft; (4) excludes non-advertising revenues (e.g. Reddit Premium, Reddit Coins); (5) includes ad revenues for AOL and Millennial Media; data for 2017-2021 includes ad revenue from Yahoo
Additional Note: Display data includes banners and ads such as Facebook's News Feed Ads and X's Promoted Posts, rich media (including instream and outstream video ads) on WAP sites, mobile HTML sites and embedded in-app/in-game advertising. Search data includes advertising on search engines, search apps and carrier portals. Messaging data includes ad placements in SMS, MMS and peer-to-peer messaging. These figures represent net mobile advertising revenues after companies pay traffic acquisition costs to partner sites. Revenues for publishers (such as Pandora, Facebook or X) may come from inventory purchased via ad networks. All numbers are eMarketer estimates.
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.
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