Executive Summary

These are boom times for digital advertising. While the pandemic decimated the economy, the job market, and consumer confidence, it seems to have done little to quash a bonanza in digital ad spending. So what’s not to like about the current state of play in digital advertising?

Questions this report covers:

• What’s driving increases in digital ad spending?
• Are there bright spots in an otherwise dim picture for traditional TV advertising?
• Why are people gravitating toward ad-supported video services?
• Will the ad industry solve the TV measurement puzzle next year?

KEY STAT: The US digital ad market will surpass $300 billion by 2025, making up more than three-quarters of all media spending.