Digital advertising received a second wind in 2024 following a post-pandemic slowdown. The category’s rate of growth last year more than doubled that of 2023, when digital ticked up just 7.3% to $225 billion. That said, advertisers will need to stay reactive as global uncertainty threatens to again tip the scales toward contraction and emergent technologies mandate changes in strategic thinking. The IAB claimed generative AI is moving past its buzzword phase to automate more aspects of campaign management, personalization and search advertising.

“As we look ahead to this year, there is no doubt that we will see an even more dynamic market driven by geopolitical and economic factors. There is absolutely growth to be had for those that embrace the volatility and innovate,” said David Cohen, CEO of the IAB, in a statement attached to the report, which PwC conducts on behalf of the trade group.

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