Online ads, the next frontier

Online ads, the next frontier

During 2018, Internet advertising revenue in the US exceeded $100 billion for the first time.

According to the Interactive Advertising Bureau’s latest internet advertising revenue report, which has been tracking the growth of the online ad market for 23 years, Internet advertising revenue in the United States exceeded $100 billion for the first time in 2018.

The online advertising market shows no signs of slowing down as brands are shifting their budgets to match changes in media consumption, proving even more significant success in the transition from desktop to mobile, who actually, during 2018 accounted for 65% of total digital ad revenues, up from just 9% in 2012, according to Statista, closely matching consumer usage patterns: 71% of online time is spent on a mobile device.

Interestingly, the online advertising market is still highly concentrated, with the top 10 ad-selling companies accounting for 75% of revenues. Search and social media advertising accounts for 45 and 27% of total revenue.

Market leaders

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About the Author:

Fernando Lincona
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