• The U.S. advertising industry will grow 5% in 2023 to $360 billion and increase another 4.2% (excluding political advertising) in 2024, according to a report from Madison and Wall. Including political advertising, ad revenue is forecast to grow 8.1% in 2024.
• Digital platforms, which include search, social, commerce, retail media and digital video platforms, will account for about 64% of all advertising in 2023. Digital platform-focused companies are expected to collectively grow 11%, led in large part by retail media, which will account for about $42 billion in advertising revenue in 2023, up 20% over 2022.  

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