Search advertising surged nearly 16% YoY to $102.9 billion, maintaining its spot as the top digital ad format with 39.8% market share, per the IAB’s 2024 report.
Total U.S. digital ad spend hit a record $258.6 billion.
Other notable gains:
Social media: $88.8B (+36.7%)
Video: $62.1B (+19.2%)
Retail media: $53.7B (+23%)
