US Native Display Ad Spending, by Segment

Timeframe20202021202220232024
Social*
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of native display ad spendingMaximum of two rows can be charted.
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– % of social network ad spendingMaximum of two rows can be charted.
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Nonsocial**
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of native display ad spendingMaximum of two rows can be charted.
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– % of total display ad spendingMaximum of two rows can be charted.
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Total
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total display ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: includes digital display ads that follow the form, feel and function of the content of the media on which they appear; *includes digital display ads appearing within social networks, social network games and social network apps that follow the form, feel and function of the content of the media on which they appear; **includes digital display ads appearing within sites other than social networks, social network games and social network apps that follow the form, feel and function of the content of the media on which they appear

Additional Note: Examples of native digital display ads include sponsored content, promoted content, content recommendation widgets, in-feed units (e.g., Facebook, Twitter, Yahoo News), rewarded video ads and out-stream video ads within a feed or article; excludes in-stream video ads (e.g., YouTube). Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content; excludes YouTube.

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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