Advertising spend in the U.S. is projected to rise by 5.6% to $360 billion, excluding political advertising. Digital advertising is forecasted to take up 76% of total ad spend in 2028, growing by 10.7% this year.
Retail media, including commerce media and social commerce, is anticipated to lead the growth in digital ad spend. Retail media is predicted to reach $82 billion by 2028, becoming a major player in the advertising industry.
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