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Digital Advertising

in-scope

  • Display advertising including banners and video ads
  • Search engine advertising and social media advertising
  • Online classifieds
  • Classification in desktop and mobile revenue
  • All figures refer to net values

out-of-scope

  • E-mail marketing, audio ads
  • Influencer sponsorships
  • Commission-based affiliate systems
Market definition

Highlights

worldwide

  • Revenue in the "Digital Advertising" market amounts to US$227,802m in 2017.
  • The market's largest segment is the segment "Search Advertising" with a market volume of US$102,547m in 2017.
  • US$198,657m of total revenue in the "Digital Advertising" market will be generated through mobile in 2021.
  • The retail industry accounts for the largest revenue share, that is 13.5 % of Display Advertising revenues in 2017.
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