Consumers prefer free content in exchange for ads on websites and apps, which is good news for ad-supported platforms and services.

According to a report by EMarketer, while this chart focuses on websites and apps, advertisers may notice similar preferences in streaming as viewers get more comfortable with commercials on subscription platforms.

According to EMarketer’s December 2023 forecast, programmatic digital display ad spend will reach $157.35 billion in 2024, representing a 15.9% year-on-year rise.


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