Data Drop: 5 Charts on Worldwide B2B Digital Ad Spending

In 2024, we debuted our first forecast for B2B digital ad spending worldwide and in a dozen international markets. The findings show that while B2B digital ad spending is heavily slanted toward the US, growth will be strong across a wide swath of the world.

Worldwide B2B digital ad spending will surpass $38 billion this year

By 2026, worldwide B2B digital ad spending will be nearly triple its pre-pandemic 2019 level of $16.40 billion. The category’s booming growth in recent years has eased, but it will continue to outpace the overall digital market this year and next year. The acceleration to 13.1% growth in 2024 owes largely to improved business conditions in the US and Western Europe.

Click here to view our full forecast for B2B digital ad spending worldwide.