U.S. digital ad revenue grew to a record-breaking $125 billion in 2019, up 16 percent over the previous year, according to the Interactive Advertising Bureau’s twice-yearly report prepared by PwC.
Many fear that in 2020 the impact from a “perfect storm” of circumstances—the coronavirus pandemic, economic recession, the demise of third-party cookies and increased consumer privacy regulation—may lead to the first decline seen in U.S. digital ad revenue for more than a decade.
The IAB coupled its annual report with revenue figures for the first quarter of 2020, which showed 12 percent growth year on year, or about $31 billion. March, however, was “sharply impacted” by the coronavirus, the IAB says.
“The first quarter of 2020 revenues mark the slowest year-over-year quarter growth since 2010, when revenues increased 8.6 percent from the prior year,” according to the report. “Many companies are expecting a continuing negative impact to the second quarter and significant uncertainty as to the severity and duration to the quarters beyond.”
Inevitable and accelerated by the factors mentioned.
marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech