Digital Ad Growth Decelerates: Slowdown Attributed To Maturity Of Social, Mobile

Digital ad spending rose nearly 17% during during the first half of 2019, according to just-released estimates from the Interactive Advertising Bureau and PwC's Ad Revenue Report.

While it still showed healthy double-digit gains, analysts said the first two quarters represented the slowest rates of growth since 2015, and attributed the slowdown to a leveling off of accelerated rates of growth by social media platforms and mobile media.

If the current rate of growth continues, PwC analysts projected total 2019 spending would reach $120 billion to $130 billion, based on the contribution of second half in prior years.



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