衡量数字经济：广告、内容、商务与创新

PUBLISHERPublished by the authors April 2025, pursuant to an agreement with theInteractive Advertising Bureau (IAB), 116 East 27th Street, 7th Floor, New York,NY 10016. IAB commissioned this research, but neither it nor its sponsorsinfluenced the findings in any way.IAB acknowledges that the work would not have been possible without thefinancial support of its sponsors. The IAB wishes to thank Amazon, Google, andMeta for their generous support of the research.AUTHORSJohn DeightonHarold M. Brierley Professor ofBusiness Administration EmeritusHarvard Business SchoolPrincipal Research Consultant© 2025 John Deighton, Leora Kornfeld Leora Kornfeld INDEXPurpose, Methodology, and Defining the Digital Economy2Executive Summary2.1Purpose of the Study2.2The Internet Enables the Digital Economy2.3Structure of the Internet2.4MethodologyAdvertising’s Place in the Digital Economy3.1Advertising’s Role in the Digital Economy3.1.1Key Advertising Developments and Innovationsin the Digital EconomyInfrastructure44.1Background to the Evolution of the Infrastructure4.2Transmission and Connection4.3Hardware4.4Data Centers and Content Delivery Networks4.5Generative Artificial Intelligence 222234.2.1Tier 1 Transmission Providers4.2.2Short Range Connectivity (ISPs) 31213181929303032343739 INDEX CONTINUEDSupport Services55.1Domain Registry and Web Hosting Services5.2Enterprise IT Management5.3Specialized IT Management5.4Marketing Support5.5Shipping5.6General Enterprise Activity 5.3.1Operating Systems and Server Management5.3.2Privacy and Regulatory Compliance Management5.3.3Business Intelligence and Data Management5.3.4Customer Relationship Management5.3.5Project and Workflow Management5.3.6Network Security Management5.3.7Human Resources Management5.3.8Healthcare Management5.3.9Blockchain and Cryptocurrency Management5.4.1Full-Service Advertising Agencies5.4.2Smaller and Specialized Advertising Agencies5.4.3Ad Tech5.4.4Audience Measurement5.4.5Data Collaboration and ID Management5.4.6Designers and Programmers 4434448485051535657586062646466677071737475 INDEX CONTINUEDConsumer Services6.1Consumer Services6.1.1Digital First Properties, Websites, and Publishers6.1.2Podcast Production Companies6.1.3Legacy Publishers Online6.1.4Streaming Music and Audio6.2Gaming6.3Streaming and Online Video6.4Learning and Education6.5Health and Wellness6.6Product and Service Retailing6.6.1E-commerce6.6.2E-commerce Sellers6.6.3E-commerce Management Software6.6.4Travel6.6.5Ticketing6.7Fintech, Financial Services Support, Digital Payments,and Digital Currencies6.8Platforms6.8.1Platform Companies6.8.2Independent Workers on Platforms6.9Creator Economy6.10Social Networks and Services6.10.1Social Media Sites6.10.2Online Dating6.11Employment Services 102105105107111113113114116 INDEX CONTINUEDIntegrated Firms7Detailed Methodology for The Creator Economy EstimatesAbout the AuthorsAbout IABEndnotes7.1Integrated FirmsInternet-Dependent Jobs and Contribution to GDP8.1Employment8.2Internet Sector GDP8.3Distribution of Jobs Across U.S. Congressional Districts9Appendix 61461481491501191241251268 7 Executive Summary 0201EXECUTIVE SUMMARYWith little sign of slowing down, the digital economy continues to be thefastest growing and leading driver of U.S. GDP growth.$4.9TThe value of the digitaleconomy, which has doubledover the past four years (2020)*.The digital transformation of industries like entertainment, healthcare, and banking–coupledwith advancements in mobile, social, cloud, and AI–are driving continued economic growth.18%The share of the total U.S. GDPrepresented by the digitaleconomy (vs. 11% in 2020).The digital economy is the nation’s job growth engine as employment in thesector is growing 12x faster than the total U.S. economy overall.The digital economy now supports 28.4 million U.S. jobs (up from 3 million in 2008), with 11.2million directly employed and another 17.2 million in supporting sectors such as education,entertainment, banking, retail, and government services.ANNUAL JOB GROWTH RATESINCE 2020*12XINTERNET-DEPENDENT EMPLOYMENTDigital economy12.7%Total economy1.1%The digital economy consists of all firms that benefit from the data andinformation flowing through the internet protocol where the effect is to makemarkets (excludes government info sites). See page 16 for more details.17.6 This is the fifth in aseries of reports thatmeasure theeconomic value ofthe digital economy,published roughlyevery four yearssince 2008.2.7XThe annual growth rate at which thedigital economy has outpaced the totaleconomy since 2020 (19% vs. 7%).*The last time this study was conducted.*The last time this study was conducted.202428.4M # OF JOBS2020M 8 0403Digital job growth since 2020 stems from independent workers and large “integrated”firms, creating a market where individuals thrive within platforms or independently.EXECUTIVE SUMMARY CONTINUED70%Digital creators building businesses through content and community (30%)+Third-party sellers leveraging e-comm