2024年全年互联网广告收入报告

Full-year 2024 resultsApril 2025 iab.compwc.com/e&m Table of contents Summary Introduction042024 vs. 2023 internet advertising revenues052024 highlights06State of the Industry: 2025 and beyond08 Full-year trends Quarterly growth13Second half vs. first half revenues14Revenue concentration152024 results, by format16Growth by advertising format18Podcast19Programmatic20Social media21Commerce media22Advertising revenues and growth, by media (digital and non-digital media)23 Appendix About the IAB Internet Advertising Revenue Report25Survey definitions26Definitions of advertising media from PwC’s Entertainment and Media Outlook28Survey scope and methodology29Historical data findings30About IAB32PwC’s technology, media and telecommunications practice34PwC Research35Contacts36 1 Introduction The digital advertising industry reached new heights in 2024, with ad revenueclimbing to $259 billion, a 15% year-over-year increase from 2023. This recordgrowth reflects the industry’s ability to adapt to evolving technologies,regulatory changes, and shifting consumer behaviors. At its core, digital advertising remains a powerful engine of innovation, fuelingeconomic performance, job creation, and enhanced consumer experiences,while delivering durable impact for brands, agencies, AdTech providers andpublishers. Yet, amid global uncertainty and a dynamic macroeconomicenvironment, the industry must remain agile and focused as external factorscould influence the pace and shape of future growth. One of the most transformative forces is the rise of next-generation AI. While AIhas long supported advertising, generative and agentic AI are now enablingplatforms and brands to move from automation to adaptive decision-making,creative generation, and commerce integration. However, despite AI becominga competitive differentiator, data security, interoperability, and integrationchallenges remain. Privacy regulations and platform data policies are reshaping how advertisersengage audiences. Brands are accelerating adoption of first-party datastrategies, contextual targeting, and privacy-safe solutions to navigate signalloss. Consumers demand more control over their data but still expectpersonalized ads when the value exchange is clear – putting pressure oncompanies to strike the right balance. In parallel, the streaming landscape continues to shift, with ad-supportedstreaming becoming dominant and live sports driving premium ad investments.Fragmentation and audience shifts require advanced measurement andprogrammatic strategies, while skinny bundles expand ad-supported inventoryin response to streaming fatigue. Meanwhile, the creator economy has matured with most brands integratingcreator marketing into their media mix. As growth stabilizes, brand success inthis space now hinges on multi-platform engagement, long-term partnerships,and content monetization. All of this is driving a broader reinvention of how brands operate. Marketers areactively weaving together AI, commerce, data and content to create seamless,transactional consumer experiences. This integration serves as a key activator,powering the surge of commerce media, including retail media networks(RMNs). Meanwhile, DTC strategies, decentralized platforms, and commerce-driven ecosystems are coming together to expand and open new revenueopportunities beyond traditional channels. Powered by AI advancements, privacy-first advertising, streaming innovation,creator-driven engagement, and reimagined business models, digitaladvertising is entering a new era of transformation. Companies that canleverage these strategies will be best positioned to lead and thrive in thisevolving landscape. 2024 vs. 2023 internetadvertising revenues Internet advertising revenues have seen a return tostrong growth in FY24 After a growth slowdown in 2023 driven by economic uncertainty and elevatedperformance during the COVID years, internet advertising revenue returned torobust growth with a 14.9% year-over-year (YoY) increase, reaching a record$258.6 billion in 2024. This is fueled in part by the presidential election cycleand an Olympics year, both of which historically drive higher ad spend.Despite macroeconomic challenges such as inflation rising, interest rates,and sector job cuts, the U.S. digital ad market remained strong, underscoringits adaptability and long-term stability in an evolving economic landscape. 2024 Highlights Digital video shows the strongestgrowth while search continues togrow and maintains highest shareof market Internet advertising revenue returnsto double digit growth withstrongest gains since 2021 Digital advertising revenueand growth rate Digital ad formats andprogrammatic buying •Digital video is the fastest-growing format, with revenuesincreasing 19.2% YoY to $62.1 billion, now accountingfor 24.0% of total ad revenue. Search and Display alsoshow an impressive YoY growth this year, three times theYoY growth seen in FY23. •Internet advertising revenues inc