Online performance-based ad expenses in Japan 2010-2018

This statistic depicts the internet performance-based advertising expenditure in Japan from 2010 to 2018. In 2018, approximately 1.15 trillion Japanese yen were spent on performance-based ads, up from about 246 billion yen in 2010.

Internet performance-based ad expenditure in Japan from 2010 to 2018

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Release date

April 2019



Survey time period

2010 to 2018

Supplementary notes

*From 2018 onward, figures include estimates for Internet advertising medium expenditures for digital space offered by traditional media companies.

According to the source, the method of breaking down internet advertising medium expenditures was modified in 2012, and data through 2010 has been estimated retroactively.

Performance-based advertising refers to advertising methods that utilize platforms to process vast amounts of data for the automatic or instantaneous optimization of advertising. Typical examples include search engine advertising and certain ad networks, as well as the recently developed DSPs, ad exchanges, and SSPs. Performance-based advertising does not include such methods as ad space sales, tie-up ads, or affiliate advertising.

1 Japanese yen equals 0.0092 U.S. dollars or 0.0082 euros as of January 2020.
Values have been rounded.

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