Ad Industry To Surpass $1T in Revenue for the First Time

Ad revenue growth is expected to be only slightly better than nominal GDP growth next year, said Scott-Dawkins, with AI and the recovery of the Chinese market providing a potential upswing.

“You had this culmination of globalization, alongside self-service and AI-enabled platforms, that led to a huge influx of both small and medium-sized advertisers onto digital platforms,” explained Scott-Dawkins. 

Downside factors include global trade fragmentation, geopolitical conflict, and potential tariffs.