How big is the digital advertising market?
The US digital advertising market reached a record $294.6 billion in revenue in 2025, up 13.9% year on year, according to the IAB/PwC Internet Advertising Revenue Report released in April 2026. Globally, forecasters estimate digital advertising at well over half a trillion dollars a year, though totals vary by forecaster and definition.
The IAB/PwC report, published annually since 1996, breaks US revenue down by format (search, social, display, video, audio) and channel. It named retail media, CTV and video, social and digital out-of-home among the fastest-growing areas in 2025.
Global estimates come from firms such as eMarketer, WARC, GroupM (now WPP Media) and Magna, each with different scopes; use the same source when comparing years. A large and rising share of spend goes to a handful of walled garden companies, especially Google, Meta and Amazon.