Traditional search – excluding retail media search – will account for the largest percentage of US ad revenue this year, at $90.73 billion, according to an EMarketer March 2024 forecast.

“This year, spending growth on traditional search (8.6%) will trail behind retail media (26.0%), connected TV (CTV) (18.8%), and social (16.0%),” according to EMarketer.

The report noted that by 2026, advertisers will spend more money on social media than traditional search engines.

EMarketer’s March 2024 estimate predicted that Google will receive more than half (50.5%) of all search ad spending this year.


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