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Data Table
Source & Notes
Source: Insider Intelligence | eMarketerOctober 2023 
Note: paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices; includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), rich media (including in-stream and outstream video ads), and sponsorships; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media
Additional Note: All numbers are eMarketer estimates. Data after 2015 is included under ad revenues for Microsoft. Display data includes banners and ads such as Facebook's News Feed Ads and X's Promoted Posts, rich media (including in-stream 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. Video includes in-stream video ads such as those appearing before, during, or after digital video content in a video player (pre-roll, mid-roll, or post-roll video ads) and video overlays; includes social network in-stream video advertising on platforms such as Facebook Watch and Snapchat Shows; and includes outstream video ads such as native, in-feed (including video ads in Facebook's News Feed and X's Promoted Posts), in-article, in-banner, and interstitial video ads. 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. Rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream 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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