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Source & Notes
Data Table
Source: Insider Intelligence | eMarketerOctober 2023 
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms; includes YouTube advertising revenues; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites
Additional Note: eMarketer benchmarks its Canada digital ad spending projections against the IAB Canada for which the last full year measured was 2019. Traditional display ads include banner ads, direct response, rich media, sponsorships and other (static display and ads such as Facebook's News Feed Ads and X's Promoted Posts); video ads include ads shown before, during or after digital video content in a video player; and search ads include contextual text links, paid inclusion and paid listings; traditional display data for 2017-2025 excludes outstream video ads; traditional display data prior to 2017 includes outstream video ads; video data for 2017-2025 includes instream and outstream video ads; video data prior to 2017 includes only instream video ads.
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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