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Explore our Research →Tariffs put over $2 trillion in trade with Mexico, Canada, and China at risk
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Mar 6, 2025
4 IRL retail trends and what they mean for brands
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Apple's new social app reveals event opportunities for marketers
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Reddit sees growth as users seek relatable content
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Mar 6, 2025
Creatives struggle with inconsistent metrics when measuring ad performance
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Mar 5, 2025
GenAI-influenced reviews, research, and recommendations craft a new era for shoppers
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Mar 5, 2025
Brands find creator economy use cases for AI
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Mar 5, 2025
Target faces 40-day boycott as it deals with tariffs, economic blackout
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Mar 5, 2025
Microsoft Copilot launches AI-powered ad features to vie for ad dollars in the chatbot space
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Mar 5, 2025
Millennials lead in wearable tech as Gen Z adoption grows
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Mar 5, 2025
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Our Methodology
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Learn More →Retail Media Connected TV Ad Spending
Ad Spending
Ad Spending per Hour, per Person
Upfront Ad Spending
Retail Media
Programmatic
Ad Revenue, by Company
Users
by Age
by Generation
by Device
Source: EMARKETER Forecast, November 2024 - November 2024
Note: digital advertising that appears on websites or apps that are primarily engaged in retail ecommerce or is bought through a retailer's media network or demand-side platform (DSP); examples of websites or apps primarily engaged in retail ecommerce include Amazon, Walmart, and eBay; examples of retail media networks include Amazon's DSP and Etsy's Offsite Ads; includes ads purchased through retail media networks that may not appear on ecommerce sites or apps
Additional Note: Includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.