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In 2024, we debuted our first forecast for B2B digital ad spending worldwide and in a dozen international markets. The findings show that while B2B digital ad spending is heavily slanted toward the US, growth will be strong across a wide swath of the world.

Worldwide B2B digital ad spending will surpass $38 billion this year

By 2026, worldwide B2B digital ad spending will be nearly triple its pre-pandemic 2019 level of $16.40 billion. The category’s booming growth in recent years has eased, but it will continue to outpace the overall digital market this year and next year. The acceleration to 13.1% growth in 2024 owes largely to improved business conditions in the US and Western Europe.

Here’s what’s in the full report

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Charts in This Report

B2B Digital Ad Spending Worldwide, 2020-2026 (billions, % change, and % of total digital ad spending)B2B Digital Ad Spending Share Worldwide, 2020-2026 (% of total digital ad spending and % of total media ad spending)

B2B Digital Ad Spending Share in the US, China, and Rest of World, 2020-2026 (% of total B2B digital ad spending)B2B Digital Ad Spending in Select Countries, 2024 (billions)

B2B Digital Ad Spending Growth in Select Countries and Worldwide, 2024 (% change)

authors

Ethan Cramer-Flood

Contributors

Oscar Bruce Jr.: Director, Forecasting

Diego Dell’Orco

Vladimir de Leon: Chart Editor

Penelope Lin: Director, Data Visualization

Wendy Louie-Lam: Senior Forecasting Analyst

Naomi Rebuelta: Copy Editor

Julia Woolever

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Data Drop: 5 Charts on Worldwide B2B Digital Ad Spending

Fast Growth in Emerging Markets and a Major Role in Western Europe, but Still Mainly a US Story

Worldwide B2B digital ad spending will surpass $38 billion this year

Here’s what’s in the full report

1file

5charts

Charts in This Report

authors

Ethan Cramer-Flood

Contributors

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