Online Advertising Market Size & Trends
The market for internet advertising was valued at USD 307.47 billion in 2024 and is projected to expand at a compound annual growth rate (CAGR) of 15.5% between 2025 and 2030. The broad digitization of sectors and consumers' increasing inclination for consuming information online are the main factors propelling the market's expansion.
Key Highlights
- The North American online advertising market accounted for the largest share of over 34% in 2024.
- The U.S. online advertising market is expected to grow at a CAGR of over 13% from 2025 to 2030.
- In terms of type segment, the video advertising segment dominated the market with a share of over 35% in 2024.
- In the platform segment, the mobile category held the largest market share in 2024.
- In terms of pricing model segment, the cost per mille pricing model (CPM) segment accounted for the largest market share in 2024.
Social media and video streaming are creating highly targeted avenues for digital advertising. Data analytics and consumer behavior tracking advancements allow businesses to craft more personalized and impactful advertising campaigns. The growth of influencer marketing and the rising importance of user-generated content are further transforming online ad strategies. Increased investments in immersive formats such as interactive banners, video ads, and augmented reality experiences enhance audience engagement, significantly contributing to the expansion of the market.
The availability of diverse ad formats and digital channels is significantly influencing the growth of the online advertising market. Businesses now have access to a wide range of options, such as display ads, search engine marketing, social media ads, video ads, and native ads, allowing them to tailor campaigns for maximum effectiveness. This flexibility enables advertisers to experiment and identify the most impactful formats for their specific audiences and objectives, thereby improving the overall online advertising industry.
Additionally, the growing access to user data and advanced analytics tools is propelling the online advertising market forward. Digital platforms collect vast amounts of behavioral and demographic information, which advertisers can utilize to create highly personalized and targeted campaigns. Real-time performance tracking and analytics capabilities further enable continuous optimization, leading to better returns on investment and higher engagement rates, fueling the online advertising market.
Furthermore, the rapid rise of mobile devices such as smartphones and tablets is reshaping the online advertising industry. Consumers are spending more time on mobile platforms than on desktops, and advertisers are increasingly focusing on mobile-first strategies. Mobile devices' convenience, portability, and constant connectivity allow businesses to reach users across various environments and timeframes, enhancing ad visibility and effectiveness, and thereby supporting overall market growth.
Moreover, the integration of mobile apps and browsers into everyday life presents valuable opportunities for brand engagement. Consumers turn to mobile platforms for entertainment, shopping, and services, and advertisers can deliver relevant and timely messages that resonate with their target audience. This growing dependence on mobile technology is contributing to the expansion of the online advertising market.
Report Coverage & Deliverables
The PDF report and online dashboard will help you understand
- Competitive benchmarking
- Historical data & forecasts
- Company revenue shares
- Regional opportunities
- Latest trends & dynamics
Type Insights
The video advertising segment dominated the market with a share of over 35% in 2024, driven by its strong visual appeal and ability to convey messages effectively within a short time frame. This format enhances brand storytelling and captures user attention more efficiently than static ads, contributing to higher engagement and conversion rates. Advancements in programmatic advertising and targeting capabilities have enabled advertisers to deliver personalized video ads, improving relevance and viewer response. Consumer preferences continue shifting toward rich media content; video advertising is expected to remain a key growth driver in the online advertising landscape.
The full-screen interstitials segment is expected to witness the fastest CAGR of over 16% from 2025 to 2030. This growth is attributed to the increasing demand for immersive and high-impact advertising formats that capture user attention more effectively. Brands seek innovative ways to combat ad fatigue and banner blindness, and full-screen interstitials offer a compelling visual experience that drives higher engagement and click-through rates. The rapid rise of mobile app usage and gaming platforms has further contributed to the popularity of this format, as it seamlessly integrates within app transitions without disrupting user flow. Advancements in programmatic advertising and user data analytics allow for better targeting of interstitial ads, maximizing ROI for advertisers and enhancing the overall effectiveness of full-screen interstitials in the online advertising market.
Platform Insights
The mobile segment accounted for the largest market share in 2024, owing to the surge in mobile device usage and the increasing preference for accessing content through smartphones and tablets. With the proliferation of high-speed internet and affordable mobile data plans, consumers are spending more time on mobile platforms, leading advertisers to prioritize mobile-optimized campaigns. Mobile advertising allows for precise targeting through location data, real-time engagement, and personalized user experiences, which enhance campaign performance and ROI. These advantages, coupled with rising mobile commerce and app usage, are key drivers contributing to the dominance of the mobile segment in the online advertising industry.
The laptops, desktops, & tablets segment is expected to witness a significant CAGR from 2025 to 2030. Businesses increasingly leverage desktop-based digital ad formats such as display banners, pop-ups, and in-stream video ads to target users during work or research-related activities. Enterprises are investing in cross-platform ad strategies that synchronize messages across laptops and desktop devices, enhancing campaign reach and consistency. The growing popularity of hybrid work models and remote learning has further increased time spent on laptops and tablets, providing advertisers with expanded opportunities to reach target audiences through these platforms.
Pricing Model Insights
The cost per mille pricing model (CPM) segment accounted for the largest market share in 2024, owing to the strong brand visibility potential, allowing advertisers to pay for every thousand impressions, making it ideal for awareness-focused campaigns. The rising consumption of online video content, social media, and streaming services provides advertisers with high-traffic platforms to maximize impressions. The integration of advanced targeting technologies, including AI-driven audience segmentation, enhances the effectiveness of CPM. Brands looking to maintain top-of-mind awareness increasingly turn to CPM to ensure consistent exposure, further accelerating demand in this segment.
The cost-per-click pricing model segment is expected to witness the fastest CAGR from 2025 to 2030. This growth is driven by its performance-based nature, allowing advertisers to pay only when users actively engage with their ads, making it a cost-effective strategy for businesses of all sizes. The rise of programmatic advertising and automation tools has also simplified the deployment and management of CPC campaigns across multiple platforms. Small and medium-sized enterprises (SMEs) increasingly adopt CPC models due to their scalability and budget flexibility, further propelling segment growth.
End User Insights
The retail and consumer goods segment accounted for the largest market share in 2024, owing to businesses in this industry increasingly turning to advanced online advertising solutions to meet the evolving demands of tech-savvy consumers. The rise of e-commerce and the growing demand for personalized shopping experiences drive companies to invest heavily in digital marketing strategies. The increasing penetration of mobile devices and the growing importance of social media and influencer marketing are also fueling the adoption of online advertising within the retail and consumer goods sector, further propelling segmental growth.
The BFSI segment is expected to witness the fastest CAGR from 2025 to 2030. Financial institutions increasingly adopt digital strategies to engage a tech-savvy customer base. Due to the proliferation of mobile banking apps and digital financial services, video content is being used to simplify user onboarding, highlight service benefits, and personalize customer interactions. Integrating data-driven targeting and real-time analytics allows BFSI advertisers to optimize video campaigns for maximum ROI and customer retention. This strategic use of video advertising enhances brand visibility and credibility, contributing to the rapid expansion of the BFSI segment within the online advertising market.
Regional Insights
The North American online advertising market accounted for the largest share of over 34% in 2024, primarily driven by the region’s advanced digital infrastructure, high internet penetration, and widespread adoption of smartphones and connected devices. Businesses across industries are increasingly leveraging data-driven and programmatic advertising solutions to enhance targeting and improve campaign effectiveness. The growing popularity of streaming services, social media, and e-commerce platforms is fueling demand for personalized and interactive ad formats, further supporting the growth of the online advertising market.
U.S. Online Advertising Market Trends
The U.S. online advertising market is expected to grow at a CAGR of over 13% from 2025 to 2030, driven by the country’s highly mature digital infrastructure and leadership in programmatic advertising technologies. The widespread adoption of connected TV (CTV) and over-the-top (OTT) media services is also fueling investment in digital video advertising. Increasing demand from sectors such as retail, entertainment, and political campaigns, especially during national election cycles, contributes to sustained online ad spend, reinforcing the U.S. as a global leader in the online advertising industry.
Europe Online Advertising Market Trends
The Europe online advertising market is expected to grow at a CAGR of over 14% from 2025 to 2030. Increased digital transformation across industries and the widespread adoption of advanced technologies in marketing strategies primarily drive the region's growth. The rising penetration of high-speed internet and mobile devices across the continent has expanded access to digital platforms, enhancing the effectiveness of online campaigns. The growing emphasis on personalized and immersive advertising experiences supported by AI, programmatic advertising, and AR technologies is also reshaping how brands engage with consumers, driving demand for the targeted online advertising industry.
In the coming years, we expect the UK's online advertising market to grow significantly. The country benefits from a robust digital infrastructure, high internet penetration, and a mature e-commerce ecosystem. Government programs that encourage digital innovation and the increasing need for advertising that follows privacy rules under GDPR are creating a strong and future-focused online advertising landscape in the area.
The German online advertising market is fueled by the country’s advanced digital infrastructure and a tech-savvy population that increasingly consumes content across digital platforms. The growing adoption of programmatic advertising and the rise of mobile and video-based content consumption further support the evolution of the online advertising market in Germany.
Asia Pacific Online Advertising Market Trends
Asia Pacific online advertising is expected to grow at a CAGR of over 17% from 2025 to 2030, driven by the region’s rapid digital transformation and increasing smartphone penetration. India is witnessing a surge in digital ad spending due to the proliferation of affordable smartphones and data plans and a booming youth population highly engaged with social media. The Region is leveraging advanced technologies such as AI and machine learning to deliver personalized and automated ad experiences. The region's growing startup ecosystem and rising adoption of programmatic advertising further accelerate the expansion of the online advertising market across Asia Pacific.
The Japan online advertising market is gaining traction, driven by the country’s advanced digital infrastructure and strong mobile connectivity. Japan's tech-savvy population and widespread smartphone adoption have accelerated the shift from traditional media to digital platforms. Leading brands and agencies increasingly invest in advertising, influencer marketing, and data-driven campaigns to reach consumers more effectively. Japan’s aging population has prompted brands to develop tailored ad content for older demographics, emphasizing ease of use and accessibility, supporting sustained market growth in the online advertising industry.
Online advertising market in China is rapidly expanding China's strong emphasis on digital transformation and its growing e-commerce ecosystem are key drivers of the online advertising market in the region. The proliferation of mobile devices and the dominance of super apps like WeChat and Douyin have created highly integrated ecosystems for targeted advertising and consumer interaction. Increasing investments in data analytics and automation, the China market continues to evolve as a global leader in the online advertising market.
Key Online Advertising Company Insights
Some of the key players operating in the market include Google LLC (Alphabet) and Facebook, Inc. (Meta Platforms), among others
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Google LLC (Alphabet) is a global technology company that dominates the online advertising market, offering a wide range of advertising services through Google Ads, YouTube, and its vast network of third-party sites. Google’s advanced algorithms, vast data infrastructure, and dominance in search engine and video advertising position it as a key player in the online advertising space. By leveraging its AI-driven solutions and massive user base, Google enables businesses to create highly targeted and effective ad campaigns, driving growth and performance across industries.
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Facebook, Inc. (Meta Platforms) is a leading social media giant that operates Facebook, Instagram, and WhatsApp, providing highly targeted advertising solutions for businesses worldwide. Through advanced targeting algorithms and its massive user base, Meta delivers precise ad placements, enhancing customer engagement. The company continues to evolve its advertising offerings by integrating emerging technologies such as artificial intelligence (AI) and augmented reality (AR), making it a powerful force in the online advertising market, especially in social media and mobile ad spaces.
ByteDance Ltd. (TikTok) and Innovid are some of the emerging market participants in the online advertising market.
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ByteDance Ltd. (TikTok) is an emerging company in the online advertising market, driven by the rapid growth of its social media platform, TikTok. The company specializes in short-form video content and highly engaging ad formats, which, combined with strong user engagement, position TikTok as a disruptor in the digital advertising space. ByteDance’s innovative approach allows businesses to tap into a highly interactive and dynamic advertising environment, enhancing their reach and audience connection through personalized, creative ads.
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Innovid is an emerging player in the online advertising market, specializing in connected TV and video advertising solutions. The company offers cutting-edge services for ad delivery and measurement, allowing businesses to create personalized, interactive video ads. Innovid’s focus on delivering high-quality video content with advanced targeting and real-time analytics has made it a key innovator in the evolving digital advertising ecosystem, catering to industries seeking to optimize their ad strategies across multiple digital platforms.
Key Online Advertising Companies
The following are the leading companies in the online advertising market. These companies collectively hold the largest market share and dictate industry trends.
- Google LLC (Alphabet)
- Facebook, Inc. (Meta Platforms)
- Microsoft Corporation
- Amazon.com, Inc.
- Twitter, Inc.
- Tencent.
- ByteDance Ltd.
- Adobe Systems, Inc.
- Snap Inc.
- The Trade Desk.
- Innovid.
Recent Developments
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In May 2025, The Trade Desk announced the launch of OpenSincera, a new application designed to provide greater visibility into advertising performance and the health of the digital advertising supply chain. OpenSincera, which is free and open to all participants in the advertising industry, leverages Sincera’s rich advertising metadata to deliver more profound insights into advertising quality. The application provides key metrics such as ads-to-content ratio, page weight, average ads-in-view, and ad refresh rate, offering valuable data to optimize ad campaigns across the ecosystem.
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In May 2025, Meta Platforms, Inc. announced a series of ad updates for its platformsFacebook, Instagram, and Threads at NewFronts 2025. These updates include enhanced tools for creator collaborations, a new method for advertising within trending Reels, updated Partnership Ads, and the introduction of video ads on Threads. Initially, Instagram is testing "Reels trending ads," which will allow brands to showcase their promotions alongside popular Reels content.
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In March 2025, Adobe announced a strategic collaboration with Amazon Web Services (AWS) and Amazon Ads. The collaboration enhances the Adobe Experience Platform (AEP) with AWS’s generative AI services, Amazon Connect, and Amazon Ads to support the creation of high-impact, data-driven advertising and customer engagement. Adobe Creative Cloud integrations with Amazon Ads will enable streamlined creative workflows, allowing for efficient, compliant ad production.
Online Advertising Market Report Scope
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Report Attribute |
Details |
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Market size value in 2025 |
USD 351.81 billion |
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Revenue forecast in 2030 |
USD 722.39 billion |
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Growth rate |
CAGR of 15.5% from 2025 to 2030 |
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Base year for estimation |
2024 |
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Historical data |
2018-2023 |
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Forecast period |
2025-2030 |
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Quantitative units |
Revenue in USD million/billion, and CAGR from 2025 to 2030 |
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Report Product |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
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Segments covered |
Type, platform, pricing model, end user, region |
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Region scope |
North America; Europe; Asia Pacific; Latin America; Middle East & Africa |
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Country scope |
U.S.; Canada; UK; Germany; France; China; Australia; Japan; India; South Korea; Brazil; Mexico; K.S.A.; UAE; Saudi Arabia |
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Key companies profiled |
Google LLC (Alphabet); Facebook, Inc. (Meta Platforms); Microsoft Corporation; Amazon.com, Inc.; Twitter, Inc.; Pinterest; Tencent; ByteDance Ltd.; Adobe Systems, Inc.; Snap Inc.; The Trade Desk; Innovid. |
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Customization scope |
We offer free report customization (equivalent to up to 8 analysts' working days) with every purchase. You can add or alter the scope of the country, region, and segment. |
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Pricing and purchase options |
Avail yourself of customized purchase options to meet your exact research needs. Explore purchase options |
Global Online Advertising Market Report Segmentation
This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest technological trends in each of the sub-segments from 2018 to 2030. For this study, MIR has segmented the global online advertising market report based on type, platform, pricing model, end user, and region
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Type Outlook (Revenue, USD Billion, 2018-2030)
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Native Advertising
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Video Advertising
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Display Advertising
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Full-Screen Interstitials
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Others
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Platform Outlook (Revenue, USD Billion, 2018-2030)
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Mobiles
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Laptops, Desktops & Tablets
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Others
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Pricing Model Outlook (Revenue, USD Billion, 2018-2030)
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Flat Rate Pricing Model
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Cost Per Mille Pricing Model
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Cost Per Click Pricing Model
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End User Outlook (Revenue, USD Billion, 2018-2030)
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Media & Entertainment
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BFSI
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Education
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Retail & Consumer Goods
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IT & Telecom
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Healthcare
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Others
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Regional Outlook (Revenue, USD Billion, 2018-2030)
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North America
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U.S.
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Canada
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Europe
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UK
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Germany
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France
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Asia Pacific
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China
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Japan
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India
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South Korea
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Australia
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Latin America
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Brazil
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Mexico
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Middle East & Africa
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K.S.A
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UAE
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South Africa
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