Market Concentration: US vs China The digital
It is often believed that China has a higher concentration of digital advertising publishers? but this is not the case. in the United States is also becoming increasingly concentrated. The increase in monopolies may inhibit innovation and market prosperity.
In the United States? Google and Meta (Top 2) still account for half of the market? while in China? ByteDance and Alibaba also account for half of the market.
China’s overall market concentration is slightly higher The digital
Digital advertising is classified by macro advertising form
Programmatic advertising react to company news spending: $150 billion
Report name: US Programmatic Advertising Spending Forecast.
Publishing organization: eMarketer/Insider Intelligence (an authoritative research organization in the field of digital advertising).
Key conclusion: The report predicts that programmatic advertising spending in the United States will be $87.6 billion in 2023 and will grow to $99.6 billion (close to $100 billion) in 2024? with an annual growth rate of approximately 13.7%.
Search advertising spending: $105 billion
eMarketer: U.S. search ad spending is the federation council has established forecast to reach $105 billion in 2024? accounting for 38% of digital advertising.
Statista: The scale will be US$95 billion in 2023 and is expected to grow to US$108 billion in 2024.
Since the search engine market has declined to a certain extent due to the impact of AI? this data should be overestimated.
Other forms of advertising other than programmatic and search engine advertising: $55 billion or so
Including some very traditional forms of contract advertising
Innovative digital advertising formats?the ao lists waiter such as AR advertising? etc.
If we break it down further? it might look like this:
I asked the source further and it gave a link to a more detailed website:
In non-search advertising? programmatic has become dominant
Non-search advertising in the United States:
Programmatic advertising share: 90%
Non-programmatic advertising: 10%
Non-search advertising in China:
