This benchmark covers how ad buyers can calibrate their total media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

Travel media networks like Marriott, Expedia, and Uber are tapping loyalty data to compete in commerce media. To drive growth, TMNs are turning to off-site activations, cross-industry partnerships, and non-endemic advertising.

The digital ad market is splitting into a two-speed dynamic. Retail and a few fast-growing sectors are surging, while others are stalling slightly under regulation, weak demand, and economic strain.

Digital ad spending will continue growing strongly across all industries we track. Retail will remain the biggest, while auto will continue to struggle at the back of the pack.

Digital ad spending will continue to increase across all industries we track. Retail will remain the biggest, but financial services will grow fastest thanks to upcoming regulatory changes.

This deck provides an overview of the travel sector in ecommerce, including forecasts for sales growth, digital ad spending, and KPIs. It also highlights consumer shopping behaviors, research trends, what’s changed since last year, and the influence of technology on purchase decisions.​

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

Trump’s “Liberation Day” tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US—along with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

Canada’s trade war with its largest trading partner is underway. While uncertainty remains around the scope and depth of US tariffs, Canadian brands and retailers need to rebalance a heavy reliance on US-based customers and suppliers.

Retail media’s rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

Airline and hotel co-brand credit cards are contending with shifting travel spending trends and rising competition from general travel cards. Tapping into Gen Z’s love of experiences and exclusivity can help them stand out in a crowded field.

To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.

As connected car technologies go mainstream, opportunities for advertisers are expanding. But success depends on balancing innovation with consumer privacy concerns and security challenges.

The travel industry set the pace for digital ad spending growth from 2021 to 2023, but its annual increases will now decelerate significantly. Growth will lag the national average for the next two years, though it won’t collapse entirely.

Travel companies leveraging first-party data to power proprietary ad networks are establishing a presence in the commerce media landscape. Advertisers can enhance their digital strategies by incorporating travel into the commerce media mix.

The economy is still under pressure, but investment in digital advertising will continue apace. Retail will continue to lead the ranking for total spend. Travel will lead in terms of growth, followed closely by CPG and retail.

Retail continues to lead digital ad spending in France, though its share is diminishing as other sectors gain momentum. Overall, digital ad spending is seeing strong growth, driven by an improving economy and increasing investments across industries.

US travel sales will approach $368 billion by 2028. To act on this opportunity, brands and travel industry professionals need to understand online travel research trends and shopper behaviors.​

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

An improving UK economy means digital ad spending in all industries will see healthy growth this year. Retail will still lead total spend, but automotive will receive a boost thanks to significant investments.

Digital travel bookings in the US are on a consistent upward trajectory, reflecting a healthy bounce back after the pandemic slump.

Your one-stop-shop for travel industry digital metrics in 2023.

France will see stronger growth in digital ad spending than both Germany and the UK this year. Most industries aren’t contributing to that growth, though, with only travel and retail seeing any significant investments.

The threat of recession is holding back digital ad spending in Germany, particularly in influential industries like automotive. If the worst case can be avoided, though, 2024 offers promising signs for growth.

The UK’s digital ad spending will be constrained by a tough economy. Only travel will see significant growth, but that’s from a particularly low starting point. Retail digital ad spend will continue to lead in absolute terms.