Digital advertising in the United States reached $258.6 billion in internet advertising revenue in 2024, a 14.9% year-over-year increase. The market also saw major movement in commerce media, digital video, social platforms, and creator campaigns. The figures below separate reported results from projections and identify the relevant period and geography.
Contents
- U.S. internet advertising growth
- Commerce media and creator advertising
- Digital video and connected TV
- Social media advertising
- Google, Meta, and Reddit
- What the figures measure
U.S. internet advertising growth
The IAB/PwC Internet Advertising Revenue Report provides a useful annual view of the U.S. market. Internet advertising revenue reached $209.7 billion in 2022, then rose to $225 billion in 2023 and $258.6 billion in 2024. The 2022 result represented 10.8% year-over-year growth, while 2023 growth was 7.3%. In 2024, growth accelerated to 14.9%.
| Year | U.S. internet advertising revenue | Reported year-over-year growth |
|---|---|---|
| 2022 | $209.7 billion | 10.8% |
| 2023 | $225 billion | 7.3% |
| 2024 | $258.6 billion | 14.9% |
Source: [IAB/PwC Internet Advertising Revenue Report: Full Year 2022]; [IAB/PwC Internet Advertising Revenue Report: Full Year 2023]; [IAB/PwC Internet Advertising Revenue Report: Full Year 2024].
The 2024 result was the highest since 2021, and IAB described 2024 internet advertising growth as the strongest since 2021. These statements describe the market’s reported history; they do not identify a separate forecast. The geography for this series is the United States.
The annual totals show why a single growth rate can conceal changing conditions. The 2023 market grew more slowly than in 2022, while 2024 posted a stronger increase. For advertisers and publishers, the relevant signal is not only the size of the market but also the pace at which revenue changed from one year to the next.
Commerce media and creator advertising
Commerce media was a large and fast-growing segment in the IAB’s U.S. digital advertising reporting. Commerce media advertising revenue reached $53.7 billion in 2024 and grew 23% during that year. The IAB Internet Advertising Revenue Report: Full Year 2025 reported $63.4 billion in commerce media advertising revenue in 2025, with 18.0% year-over-year growth.
Those figures are annual results for the applicable reporting years, not a blended forecast. The 2024 and 2025 growth rates also describe different year-over-year comparisons, so they should be read as period-specific measures.
Creator advertising expanded as well. Creator economy ad spend reached $29.5 billion in 2024, according to the IAB Creator Economy Ad Spend & Strategy Report 2025. The same report projected creator economy ad spend to reach $37.1 billion in 2025 and reported a 26% year-over-year increase in 2025. The $37.1 billion figure is a projection, while the 2024 $29.5 billion figure is a reported historical amount in that source.
The report also said creator economy ad spend had more than doubled since 2021, rising from $13.9 billion to $29.5 billion in 2024. Nearly half of creator ad buyers, 48%, considered creators a must buy, and 43% of creator campaigns were used for building brand awareness. These are buyer and campaign measures, rather than revenue totals.
Earlier IAB research described budget movement and planned spending. In the IAB Creator Economy Opportunity 2023 report, 86% of advertisers said it was easy to move ad budgets to creator content. In the same source, 44% of advertisers planned to increase investment in creator content in 2024, and those advertisers expected an average increase of 25% in creator investment. The figures describe advertiser responses and plans, not guaranteed spending.
Digital video and connected TV
Digital video was projected to reach $63 billion in U.S. ad spend in 2024, with projected growth of 16%, according to the IAB Digital Video Ad Spend & Strategy Report 2024. IAB said that projected 2024 digital video growth was nearly 80% faster than total media overall.
Social video was projected to rise to $23.4 billion in 2024. It was also on track for its second year of 20% year-over-year growth in 2024. Both figures are projections or outlook statements from the 2024 digital video report, so they should not be treated as the same type of observation as a completed annual revenue report.
Later reporting supplied completed 2024 digital video results. U.S. digital video ad spend grew 18% year over year in 2024 and reached $64 billion, according to the IAB 2025 Digital Video Ad Spend & Strategy Report: Part One. The same report projected U.S. digital video ad spend to reach $72 billion in 2025. CTV rebounded with 16% year-over-year growth in 2024.
Digital video accounted for 52% of total TV/video market share in the last four years covered by the IAB Digital Video Ad Spend & Strategy Report 2024. Over that same four-year period, digital video gained nearly 20 percentage points of ad spend share from linear TV. The four-year wording is important: these are period-level share observations, not a single-year U.S. growth rate.
Together, the figures distinguish three different measurements: projected spending, reported spending, and share of the TV/video market. They also show that digital video includes multiple environments, with separate figures supplied for social video and CTV.
Social media advertising
Social media advertising revenue reached $117.7 billion in 2025 and grew 32.6% year over year, according to the IAB Internet Advertising Revenue Report: Full Year 2025. The same report’s table listed $64.9 billion in the first half of 2025 and $52.9 billion in the second half of 2025.
For earlier periods, the supplied IAB figures list social media advertising revenue of $88.7 billion in 2024, based on first-half revenue of $48.2 billion and second-half revenue of $40.5 billion in the 2025 report table. The table lists $64.9 billion for 2023 and $59.8 billion for 2022, based on 2022 first-half and second-half values of $31.4 billion and $28.4 billion. It also lists $57.7 billion for 2021, based on first-half revenue of $31.1 billion and second-half revenue of $26.6 billion.
| Period | Social media advertising revenue | Detail supplied in the IAB table |
|---|---|---|
| 2021 | $57.7 billion | First half: $31.1 billion; second half: $26.6 billion |
| 2022 | $59.8 billion | First half: $31.4 billion; second half: $28.4 billion |
| 2023 | $64.9 billion | Annual table value |
| 2024 | $88.7 billion | First half: $48.2 billion; second half: $40.5 billion |
| 2025 | $117.7 billion | First half: $64.9 billion; second half: $52.9 billion |
Source: [IAB Internet Advertising Revenue Report: Full Year 2025]; [IAB/PwC Internet Advertising Revenue Report: Full Year 2023]; [IAB report table].
The half-year values explain how the annual figures were presented in the report table. They should not be used to infer a seasonally adjusted trend or an unsupported causal explanation. Each annual amount remains tied to the reporting table and its stated period.
Google, Meta, and Reddit
Platform company results provide additional measurements, but they are not interchangeable with the IAB market totals. Alphabet reported Google Search and other advertising revenue of $46.2 billion in Q1 2024 and $48.5 billion in Q2 2024. The figure reached $49.4 billion in Q3 2024. Alphabet also reported Google Network advertising revenue of $7.4 billion in Q1 2024 and $7.5 billion in Q3 2024, while YouTube advertising revenue reached $8.7 billion in Q2 2024.
Meta reported $160.633 billion in advertising revenue for full-year 2024 and $46.783 billion in Q4 2024. Across Meta’s Family of Apps, ad impressions increased 11% year over year in full-year 2024, while average price per ad increased 10%. Meta reported average family daily active people of 3.35 billion in December 2024.
Reddit’s reported figures were smaller in absolute revenue but showed rapid year-over-year movement. Reddit ad revenue reached $1.2 billion in full-year 2024, up 50% year over year. Q4 2024 ad revenue was $394.5 million, up 60% year over year, and Q4 Daily Active Uniques were 101.7 million, up 39% year over year.
Reddit reported Q2 2024 ad revenue of $253.1 million, up 41% year over year, alongside 342.3 million Weekly Active Uniques, up 57% year over year. In Q1 2024, ad revenue was $222.7 million, up 39% year over year, while Daily Active Uniques were 82.7 million, up 37% year over year.
Sources: [Alphabet Q1 2024 earnings call]; [Alphabet Q2 2024 earnings call]; [Alphabet Q3 2024 earnings call]; [Meta Q4 2024 results]; [Reddit Q4 2024 results]; [Reddit Q2 2024 results].
What the figures measure
These digital advertising statistics cover several distinct units: revenue, ad spend, growth rates, market share, impressions, advertising prices, campaign purpose, budget plans, and audience activity. A revenue figure records money reported by a company or industry report. An ad-spend figure describes spending in the stated market or segment. A projection describes an expected future amount, such as the $37.1 billion creator economy estimate for 2025 or the $72 billion digital video estimate for 2025.
The source labels also matter. IAB and IAB/PwC reports describe industry or segment totals, while Alphabet, Meta, and Reddit results describe individual companies and their own reporting definitions. The U.S. geography applies to the internet advertising, commerce media, digital video, and social media figures identified above. Company audience metrics retain the periods and definitions reported by each company.
For comparisons, keep the measurement period visible. The $258.6 billion U.S. internet advertising total is for full-year 2024; Meta’s $46.783 billion advertising figure is for Q4 2024; Reddit’s $394.5 million figure is also for Q4 2024. They are different scopes and should not be combined. The same discipline applies to reported historical amounts and forecasts: a projection is useful for planning, but it is not a completed result.