by: Ginny Marvin // December 13, 2017
This year was dominated by controversy, mobile and the duopoly, but there’s more to the story.
Digital advertising 2017 by the numbers:
- Poised for a big year: The first quarter of 2017 represented the strongest beginning to any year yet in US digital ad spend: up 23 percent to $19.6 billion — IAB.
- Duopoly domination: Facebook and Google are expected to pull in 63 percent of US digital ad spend in 2017 — eMarketer.
- Mobile majority: 55 percent of digital ads sales is now generated by impressions and clicks on mobile devices globally — Magna
- Outpaced linear TV: Digital advertising sales surpassed television in 2017 for the first time, reaching 41 percent market share compared to 35 percent for linear television — Magna
The year 2017 at once exposed many of the industry’s vulnerabilities and was a year in which groundwork for real progress was laid. Brand safety took on new urgency as the platforms were caught back on their heels as they failed to fully appreciate the impact of bots, fake news, extremist and other objectionable content on their sites. Yet broad industry initiatives like ads.txtand Trustworthy Accountability Group’s verification programs launched to provide long-term solutions to weeding fraud out of the supply chain.