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1、InternetAdvertisingRevenue ReportFull-year 2023 resultsApril Internet Advertising Revenue ReportSummaryIntroduction42023 vs.2022 internet advertising revenues 52023 highlights 6State of the Industry:2024 and beyond 8Full-year trendsQuarterly growth 12Second half vs.first half revenues 13Revenue conc

2、entration 142023 results,by format 15Growth by advertising format 18Programmatic19Social media 20Retail media 21Advertising revenues and growth,by media(digital and non-digital media)22AppendixAbout the IAB Internet Advertising Revenue Report 24Survey definitions 25Definitions of advertising media f

3、rom PwCs Entertainment and Media Outlook 28Survey scope and methodology 29Historical data findings 30About IAB 32PwCs technology,media and telecommunications practice 34PwC Research 35Contacts 36Table of contents1Summary4PwC|IAB Internet Advertising Revenue ReportIntroduction4PwC|IAB Internet Advert

4、ising Revenue Report1.Gallup(October 19th 2023),Media Confidence in U.S.Matches 2016 Record LowThe US digital advertising industry demonstrated continued growth in 2023,achieving a record-high of$225 billion in ad revenue and marking a 7.3%increase from the previous year.Despite challenges such as r

5、ising interest rates and job cuts,and the need to focus their budgets on digital advertising in a competitive market,companies adjusted by increasingly seeking talent in innovative digital fields like Generative AI(GenAI).The accelerated digitalization of the consumer journey this past year has led

6、businesses to increasingly rely on digital advertising to reach their target audiences through shoppable ads,affiliate marketing,retail media and the growth of the creator economy.Brands are strategically reallocating their digital ad spend towards retail media and user-generated content on social m