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After years of double-digit growth, U.S. internet advertising spending increased only by a modest seven percent in 2023. The growth was not that low even during the first COVID-19 year. Major AdTech investments are on hold, several global brands dismissed their chief marketing officers (CMOs), and major stakeholders are lying in wait, anxious to see what the cookie-free market will be like in practice. But all in all, the market is doing fine.
Overview of the U.S. market: digital first
The United States is the largest digital advertising market in the world, boasting a revenue of over 270 billion dollars in 2023. About eight out of 10 dollars invested in ads in the country were devoted to digital advertising. Internet advertising spending in the U.S. was projected to grow in the upcoming years, with sources expecting it to reach 450 billion dollars by 2028. Retail was the industry that invested the most in digital advertising accounting for 17 percent of digital ad spending, while pharma and healthcare followed with around 11 percent of all digital ad spending.
Digital ad formats: top players boost the top format
Search advertising is the most profitable and most promising digital ad format in the U.S., accounting for roughly a third of all digital advertising revenue generated in the country. This is directly related to the fact that Google, the leading search engine in the world, had by far the highest net digital ad revenue among digital publishers in the U.S., holding 28 percent of the pie. Heavy hitters Facebook and Amazon followed, with the latter’s share of national digital ad revenue being projected to gradually increase over the following years.
Mobile advertising: the blue-eyed boy of U.S. advertisers
Smartphones became the chosen devices for digital advertisers in the United States in 2018, when mobile advertising spending outperformed desktop for the first time. Since then, the focus of advertisers on mobile has only increased. In 2023, mobile advertising accounted for 66 percent of total digital ad spend in the United States. The two most invested-in mobile ad formats were search and video, with the former attracting an ad spend of nearly 82 billion dollars and the latter accruing a spend of more than 51 billion. Advertisers have numerous reasons to prefer mobile devices to regular PCs, one of them being lower penetration rate of ad blockers on smartphones and tablets.
Consumer attitudes: digital ads are a necessary evil
Four out of 10 Americans said they were often annoyed by advertising on the internet, while 72 percent of TV viewers said they were either indifferent or not comfortable having ads aimed at them based on their personal preferences. The attitude towards ads appeared to be more lenient among U.S. podcast listeners, with roughly six out of 10 saying they would not mind a couple of minutes of extra ads per show if it allowed the show to continue. In general, consumers felt they were the most receptive to ads when on shopping, news, or social media websites.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Jun 18, 2024
Key insights
- Digital ad spending in the U.S.
- 303bn USD
Detailed statistics
Digital advertising spending in the U.S. 2021-2028
- Share of digital in total ad revenue in the U.S.
- 77%
Detailed statistics
Advertising expenditure in the U.S. 2024, by medium
- Industry with highest digital ad spend in the U.S.
- Retail
Detailed statistics
Digital ad spend in the U.S. 2022, by industry
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Global overview
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- Premium Statistic Global digital advertising expenditure 2014-2026
- Premium Statistic Share of digital ad revenue worldwide 2018-2028
- Premium Statistic Digital ad spend growth 2021-2026, by format
- Premium Statistic Growth of digital media budgets worldwide 2024, by format
- Premium Statistic Fastest growing digital ad markets worldwide 2023
- Premium Statistic Companies with fastest-growing digital ad revenue worldwide 2023
Global overview
- Premium Statistic Global digital advertising expenditure 2014-2026
Global digital advertising expenditure 2014-2026
Digital advertising expenditure worldwide from 2014 to 2026 (in billion U.S. dollars)
- Premium Statistic Share of digital ad revenue worldwide 2018-2028
Share of digital ad revenue worldwide 2018-2028
Share of digital in advertising revenue worldwide from 2018 to 2028
- Premium Statistic Digital ad spend growth 2021-2026, by format
Digital ad spend growth 2021-2026, by format
Change in digital advertising spending worldwide from 2021 to 2026, by format
- Premium Statistic Growth of digital media budgets worldwide 2024, by format
Growth of digital media budgets worldwide 2024, by format
Expected change in digital media budgets worldwide in 2024, by format
- Premium Statistic Fastest growing digital ad markets worldwide 2023
Fastest growing digital ad markets worldwide 2023
Fastest growing digital advertising markets worldwide in 2023
- Premium Statistic Companies with fastest-growing digital ad revenue worldwide 2023
Companies with fastest-growing digital ad revenue worldwide 2023
Companies with fastest-growing digital advertising revenue worldwide in 2023
U.S. overview
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- Basic Statistic Online advertising revenue in the U.S. 2000-2023
- Premium Statistic Change in digital ad spend in the U.S. 2021-2027
- Premium Statistic Market share of Big Tech in digital ad revenue in the U.S. 2008-2024
- Premium Statistic Digital ad spending per internet user in the U.S. 2018-2027
- Premium Statistic Industries with highest share of digital ad spend in the U.S. 2023
- Premium Statistic Digital ad spend growth in the U.S. 2023, by industry
- Premium Statistic Revenue of digital advertising agencies in the U.S. 2019-2024
- Premium Statistic Employment at digital advertising agencies in the U.S. 2018-2023
U.S. overview
- Basic Statistic Online advertising revenue in the U.S. 2000-2023
Online advertising revenue in the U.S. 2000-2023
Online advertising revenue in the United States from 2000 to 2023 (in billion U.S. dollars)
- Premium Statistic Change in digital ad spend in the U.S. 2021-2027
Change in digital ad spend in the U.S. 2021-2027
See AlsoRetail, Social Media And CTV: The Fastest Growing Ad Supported Media, Research ShowsDigital ad spend worldwide 2027 | StatistaThe Next Big Thing in Digital Marketing in 2024Job Outlook for Digital MarketingChange in digital advertising spending in the United States from 2021 to 2027
- Premium Statistic Market share of Big Tech in digital ad revenue in the U.S. 2008-2024
Market share of Big Tech in digital ad revenue in the U.S. 2008-2024
Market share of Big Tech (Amazon, Apple, Google, Meta, Microsoft) in digital advertising revenue in the United States in 2008 and 2024
- Premium Statistic Digital ad spending per internet user in the U.S. 2018-2027
Digital ad spending per internet user in the U.S. 2018-2027
Digital ad spending per internet user in the U.S. 2018-2027 (in U.S. dollars)
- Premium Statistic Industries with highest share of digital ad spend in the U.S. 2023
Industries with highest share of digital ad spend in the U.S. 2023
Industries with highest share of digital advertising spending in the United States in 2023
- Premium Statistic Digital ad spend growth in the U.S. 2023, by industry
Digital ad spend growth in the U.S. 2023, by industry
Change in digital advertising spending in the United States in 2023, by industry
- Premium Statistic Revenue of digital advertising agencies in the U.S. 2019-2024
Revenue of digital advertising agencies in the U.S. 2019-2024
Revenue of digital advertising agencies in the United States from 2019 to 2024 (in billion U.S. dollars)
- Premium Statistic Employment at digital advertising agencies in the U.S. 2018-2023
Employment at digital advertising agencies in the U.S. 2018-2023
Number of employees at digital advertising agencies in the United States from 2018 to 2023 (in 1,000s)
Formats
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- Basic Statistic Breakdown of U.S. online ad revenue 2023, by format
- Premium Statistic Digital ad spend growth in the U.S. 2024, by format
- Premium Statistic Search ad spend in the U.S. 2019-2022
- Premium Statistic Ad spending of the banner advertising industry in the U.S. 2019-2028
- Premium Statistic Ad spending of the video advertising industry in the U.S. 2019-2028
- Premium Statistic Digital audio ad spend in the U.S. 2016-2023
- Premium Statistic Digital ad viewability rates in the U.S. 2020-2023, by format
- Premium Statistic Digital channels seen as most vulnerable to ad fraud in the U.S. 2023
Formats
- Basic Statistic Breakdown of U.S. online ad revenue 2023, by format
Breakdown of U.S. online ad revenue 2023, by format
Breakdown of online advertising revenue in the United States in 2023, by format
- Premium Statistic Digital ad spend growth in the U.S. 2024, by format
Digital ad spend growth in the U.S. 2024, by format
Change in digital advertising spending in the United States in 2024, by format
- Premium Statistic Search ad spend in the U.S. 2019-2022
Search ad spend in the U.S. 2019-2022
Search advertising spending in the United States 2019 to 2022 (in billion U.S. dollars)
- Premium Statistic Ad spending of the banner advertising industry in the U.S. 2019-2028
Ad spending of the banner advertising industry in the U.S. 2019-2028
Ad spending of the banner advertising market in the United States from 2019 to 2028 (in billion U.S. dollars)
- Premium Statistic Ad spending of the video advertising industry in the U.S. 2019-2028
Ad spending of the video advertising industry in the U.S. 2019-2028
Ad spending of the video advertising market in the United States from 2019 to 2028 (in billion U.S. dollars)
- Premium Statistic Digital audio ad spend in the U.S. 2016-2023
Digital audio ad spend in the U.S. 2016-2023
Digital audio advertising spending in the United States from 2016 to 2023 (in billion U.S. dollars)
- Premium Statistic Digital ad viewability rates in the U.S. 2020-2023, by format
Digital ad viewability rates in the U.S. 2020-2023, by format
Digital advertising viewability rates in the United States from 1st half 2020 to 2nd half 2023, by format and device
- Premium Statistic Digital channels seen as most vulnerable to ad fraud in the U.S. 2023
Digital channels seen as most vulnerable to ad fraud in the U.S. 2023
Digital channels and formats seen as the most vulnerable to ad fraud according to digital media professionals in the United States as of September 2023
Marketer insights
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- Premium Statistic Digital media challenges in the U.S. 2024
- Premium Statistic Popularity of programmatic buying in the U.S. 2024, by platform
- Premium Statistic Digital ad channels with increased ad spend in the U.S. 2024
- Premium Statistic Digital display advertising challenges in the U.S. 2023
- Premium Statistic Ad targeting budgets in the U.S. 2023, by data type
- Premium Statistic Data types used by marketers for transactions with media sellers in the U.S. 2023
- Premium Statistic Frequency of serving wrong creative to wrong consumer in the U.S. 2023
Marketer insights
- Premium Statistic Digital media challenges in the U.S. 2024
Digital media challenges in the U.S. 2024
Digital media challenges according to digital media professionals in the United States in 2024
- Premium Statistic Popularity of programmatic buying in the U.S. 2024, by platform
Popularity of programmatic buying in the U.S. 2024, by platform
Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024
- Premium Statistic Digital ad channels with increased ad spend in the U.S. 2024
Digital ad channels with increased ad spend in the U.S. 2024
Share of ad buyers who were planning to increase spending on selected digital advertising channels due to legislation and third-party cookie deprecation in the United States as of February 2024
- Premium Statistic Digital display advertising challenges in the U.S. 2023
Digital display advertising challenges in the U.S. 2023
Digital display advertising challenges according to enterprise marketers in the United States as of September 2023
- Premium Statistic Ad targeting budgets in the U.S. 2023, by data type
Ad targeting budgets in the U.S. 2023, by data type
Distribution of advertising targeting budgets in the United States as of November 2023, by data type
- Premium Statistic Data types used by marketers for transactions with media sellers in the U.S. 2023
Data types used by marketers for transactions with media sellers in the U.S. 2023
Data types used by marketers and agencies for transactions with media sellers in the United States as of April 2023
- Premium Statistic Frequency of serving wrong creative to wrong consumer in the U.S. 2023
Frequency of serving wrong creative to wrong consumer in the U.S. 2023
Frequency of serving wrong digital creative to wrong consumer according to marketers in the United States as of October 2023
Consumer attitudes
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- Premium Statistic Digital media with fastest-growing importance for product discovery in the U.S. 2022
- Premium Statistic Digital advertising touchpoints in the U.S. 2024
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- Premium Statistic Website types where consumers are receptive to advertising in the U.S. 2023
- Premium Statistic Level of comfort with AI-targeted advertising in the U.S. 2023
- Premium Statistic Likelihood to opt out of cookies 2023, by website type
Consumer attitudes
- Premium Statistic Digital media with fastest-growing importance for product discovery in the U.S. 2022
Digital media with fastest-growing importance for product discovery in the U.S. 2022
Change in the number of consumers who said they typically heard about new products or services via selected digital media in the United States between 2020 and 2022
- Premium Statistic Digital advertising touchpoints in the U.S. 2024
Digital advertising touchpoints in the U.S. 2024
Digital advertising touchpoints in the U.S. as of June 2024
- Premium Statistic Attitudes towards online advertising in the U.S. 2024
Attitudes towards online advertising in the U.S. 2024
Attitudes towards online advertising in the U.S. as of June 2024
- Premium Statistic Opinions on online advertising relevance in the U.S. 2019-2023
Opinions on online advertising relevance in the U.S. 2019-2023
Perceived relevance of digital advertising to consumers in the United States from 2019 to 2023
- Premium Statistic Consumers who consider digital ads relevant in the U.S. 2021-2023, by age
Consumers who consider digital ads relevant in the U.S. 2021-2023, by age
Share of consumers who considered digital advertising relevant in the United States from 2021 to 2023, by age group
- Premium Statistic Likelihood to click on relevant digital ads in the U.S. 2021-2023
Likelihood to click on relevant digital ads in the U.S. 2021-2023
Likelihood to click on relevant digital ads among consumers in the United States in 2021 and 2023
- Premium Statistic Top channels for learning about new products in the U.S. 2023, by annual income
Top channels for learning about new products in the U.S. 2023, by annual income
Leading channels for learning about new products among adults in the United States as of July 2023, by annual income
- Premium Statistic Channels used for product research in the Americas 2023
Channels used for product research in the Americas 2023
Digital channels used by consumers to research products they intended to purchase in selected countries in the Americas as of April 2023
- Premium Statistic Website types where consumers are receptive to advertising in the U.S. 2023
Website types where consumers are receptive to advertising in the U.S. 2023
Websites types where consumers said they were most receptive to advertising in the United States in 3rd quarter 2023
- Premium Statistic Level of comfort with AI-targeted advertising in the U.S. 2023
Level of comfort with AI-targeted advertising in the U.S. 2023
Level of comfort with AI-targeted advertising among consumers in the United States as of May 2023
- Premium Statistic Likelihood to opt out of cookies 2023, by website type
Likelihood to opt out of cookies 2023, by website type
Likelihood to habitually opt out of first-party cookies among consumers in the United States as of December 2023, by website type
Users of ad blockers & anti-tracking services in the U.S. 2024
Share of adults using ad blockers and anti-tracking services in the United States as of January 2024, by device
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