Digital advertising worldwide - statistics & facts

Digital advertising has become one of the most indispensable marketing tools worldwide. Thanks to rising internet penetration rates and the ever-increasing demand for online content, especially during the pandemic, global digital advertising spending was forecast to reach an all-time high of 681 billion U.S. dollars in 2023. This figure is even more impressive, considering it accounts for nearly 70 percent of total global ad investments. But even though this new and dynamic form of advertising has experienced a considerable upswing in many parts of the world, the digital ad space is becoming more consolidated and competitive every year.

Top digital ad sellers are reaping the most rewards

Google maintains its top spot among the internet companies with the highest digital advertising revenue worldwide. The search giant is forecast to generate roughly 357 billion U.S. dollars in 2026, translating to roughly 44 percent of total digital ad revenues globally. By comparison, Facebook's advertising revenue is expected to reach nearly 203 billion U.S. dollars by the end of 2026. These two companies, alongside other major players in the digital advertising world - including Amazon, Apple, TikTok, and Twitter - are so-called walled gardens. These platforms stand out from the open internet because they are closed ecosystems in which the publisher controls all (advertising) activities and does not share information with outside parties.
Now that the death of third-party cookie tracking is imminent, data-fertile walled gardens are becoming more relevant than ever and account for larger shares of global digital ad takings each year.

What are the most popular digital advertising formats?

Marketers can choose from a vast and ever-expanding pool of digital advertising channels. According to the latest data, search advertising remains one of the leading digital ad formats worldwide. This should come as no surprise, considering that roughly 30 percent of global web traffic is generated via search engines each year. Another prime avenue for digital promotion is mobile advertising, as millions of internet users browse the web via smartphones and tablets daily. In 2023, mobile advertising spending was expected to exceed 360 billion U.S. dollars worldwide. Mobile marketing initiatives in countries such as China or Mexico even accounted for more than 88 percent of total internet ad spend. Meanwhile, social media has undoubtedly blossomed into one of the biggest drivers of (mobile) advertising growth thanks to impressive user counts and engagement rates of platforms such as Instagram and TikTok. Spending on social media advertising is expected to surpass 146 billion U.S. dollars in 2023 and almost double by 2028.
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, Dec 18, 2023

Key insights

Digital ad revenue worldwide
601.84bn USD
Share of digital in global ad spend
68.8%
Largest digital advertising market worldwide
United States
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