US Digital Ad Spending (2017–2028)
With more and more people using the internet each year, it’s no surprise that the digital ad market has also been growing. Digital ad spend worldwide is expected to increase over the next few years, and the US is no exception to this.
According to the latest data, US digital ad spending is expected to hit $298.4 billion in 2024. This is a 10% increase from 2023, during which expenditure totaled $271.2 billion.
US ad spending on digital channels is forecast to continue rising over the next few years. It is projected to increase to $324.9 billion in 2025, surpassing $300 billion for the first time, before growing further to $351 billion in 2026. In 2027, it’s expected at $376.5 billion and experts predict it will exceed $400 billion by 2028.
This means that from 2024 to 2028, the digital ad market in the US will have grown at an average annual growth rate of 7.7%. Impressive as this is, it’s actually a slowdown from the previous years. From 2020 to 2024, the average annual growth rate was more than double—at 15.7%.
US digital ad spending per internet user
US digital ad spending per person is expected to amount to $942.6 per internet user in 2024. This marks an 8.5% increase from 2023.
Much like the US digital ad market size, expenditure per user has also been on the rise over the past few years. In 2017, digital ad spend per internet user in the US was $319.40. From 2017 to 2024, this number increased threefold.
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Digital ad spending per person is expected to continue rising. In 2025, this is set to surpass $1,000 per person and rise further to $1,081 in 2026 and $1,146 in 2027. By 2028, this figure is projected to hit $1,211.
US digital ad spending by industry
Just how much more US businesses are spending on digital ads varies from industry to industry. In 2023, the biggest expenditure on digital ads in the US came from the retail sector.
According to market analysts, retail businesses accounted for 27.9% of the total digital ad spend. this year. This is followed by the consumer packaged goods (CPG) and financial services industries, whose expenditures on digital ads constituted 15% and 11.4% of the overall market share, respectively.