US digital advertising revenues continued their record breaking streak in the third quarter of 2018, rising 20.6 percent to USD 26.2 billion, according to the latest report from IAB. In total, marketers spent USD 75.8 billion during 2018’s first three quarters, around 22 percent more than they had spent during the same period a year earlier, driven by significant growth in the OTT marketplace and in the direct-to-consumer brand ecosystem.
The Q3 revenue estimates are based upon a survey of the largest companies, which are then projected to the overall market based upon recent historical revenue market share, said IAB, adding that advertisers are following their target customers to whatever screen they are on, and that screen is increasingly likely to be a digital one.
