IAB&普华永道：2025年美国互联网广告营收报告（英文版）-三个皮匠报告

1、Internet Advertising Revenue ReportFull-year 2025 resultsApril 20262PwC|IAB Internet Advertising Revenue ReportTable of contentsSummaryIntroductionCelebrating the 30th anniversaryContributing industry leadersFrom banners to agents:30 years of internet advertisingHow it all started:Career paths into

2、digital advertisingBefore the rulebook:The early days of the industry2025 vs.2024 internet advertising revenues2025 highlightsState of the industry:2026 and beyondThe industrys next transformation:AILooking ahead:The next decade of digital advertisingFull-year trendsQuarterly growthRevenue concentra

3、tion2025 results,by formatGrowth by advertising formatPodcastProgrammaticSocial mediaCommerce mediaAdvertising revenues and growth,by media(digital and non-digital media)Breaking in:Advice for the industrys next waveAppendixAbout the IAB Internet Advertising Revenue ReportSurvey definitions Definiti

4、ons of advertising media from PwCs Entertainment and Media OutlookSurvey scope and methodologyHistorical data findingsAbout IABPwCs technology,media and telecommunications practicePwC ResearchEndnotesContacts4567891011131617192021232425262728293132343536384041424301Summary4PwC|IAB Internet Advertisi

5、ng Revenue ReportIntroductionOver the past three decades,digital advertising has evolved in conjunction with major shifts in technology,consumer behavior,and market structure.Broadband,mobile,social,programmatic,streaming,measurability,and privacy regulation mark key inflection points that expanded

6、digitals role while adding complexity.Today,the industry faces a more significant shift:AI.This latest wave of generative and agentic AI comes at a time of continued strong growth in U.S.digital advertising revenues,which rose 13.9%year over year(YoY)in 2025 to a record$294.6 billion.This highlights

IAB&普华永道：2025年美国互联网广告营收报告（中译版）（43页）.pdf

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