U.S. Ad Market Grows 7.2% in 2024: Brian Wieser’s Forecast
Reading Time : 2 minutesAccording to Brian Wieser, the U.S. advertising market is set to grow by 7.2% in 2024, reaching $381 billion. However, growth may slow in the second half of the year due to prior high growth rates and challenges in the open web sector. Retail media and cross-border spending from companies like Temu and Shein could help sustain momentum. Meanwhile, advertisers are increasingly focusing on connected TV (CTV), social media, and paid search as key platforms for their ad spend.