Source: Insider Intelligence | eMarketer, March 2023 - May 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; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; (1) includes ad revenue from Alibaba's core commerce operations and Youku Tudou; (2) includes Facebook and Instagram advertising revenues; (3) data for 2016-2021 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: Digital ad revenues include banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), lead generation (referrals), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings and SEO) and sponsorships. 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.