Source: eMarketer, October 2022
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 TikTok and Douyin ad revenues; net ad revenues after company pays traffic acquisition costs (TAC) and content acquisition costs (CAC) to partner sites
Additional Note: Digital ad includes 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), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings and SEO), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes instream and outstream video ads; data prior to 2017 includes only outstream video ads. Excludes mobile messaging (SMS, MMS and P2P messaging).
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.