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In 2021, global digital video advertising spending was projected to amount to 91.5 billion U.S. dollars, roughly 20 percent of the total of $ 458.16 billion invested in digital advertising across all formats that year. Search is expected to remain the most popular format among advertisers, with a market share of approximately 40 percent as of 2025.
In 2018, search advertising spending amounted to 124.1 billion U.S. dollars worldwide. Expenditure was forecast to increase by approximately nine percent in 2019, reaching close to 136 billion U.S. dollars. Search advertising, or search engine advertising (SEA), refers to the placement of ads on search result pages above or next to organic search results. As these ads target local and keyword-related factors, they have a higher conversion probability, making them a popular tool for online marketers. In the past few years, search advertising has become one of the leading forms of digital advertising worldwide, seeing annual growth in spending. In 2019, global search ad spend stood at nearly 106.5 billion U.S. dollars, trailing only behind display ad expenditures. As consumers are increasingly using their phones for search requests, spending on mobile search advertising is set to increase in the following years.
According to recent estimates, programmatically sold advertising was worth 129.1 billion U.S. dollars in 2020. The figure is expected to reach 155 billion in 2021. In 2019, North America accounted for nearly three quarters of the global programmatic spending. Source: statista.com
What Is an Ad Network and How Does It Work?
An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with advertiser's demand. The phrase "ad network" by itself is media-neutral in the sense that there can be a "Television Ad Network" or a "Print Ad Network", but is increasingly used to mean "online ad network" as the effect of aggregation of publisher ad space and sale to advertisers is most commonly seen in the online space. The fundamental difference between traditional media ad networks and online ad networks is that online ad networks use a central ad server to deliver advertisements to consumers, which enables targeting, tracking and reporting of impressions in ways not possible with analog media alternatives.
As the digital advertising market evolved and became more competitive, Ad Networks have engaged in a battle to maintain a significant amount of their share market.
They constantly offer more appealing functionalities to attract more publishers and advertisers.
Because of the competition, marketers are constantly searching for one in all solutions. Source: wikipedia
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