CRTO - Digital Advertising Continues its Double Digital Growth - Noble Capital Markets Media Sector Review - April 2021

Digital ad spend in the U.S. was not just confined to the “duopoly” of Google and Facebook, or the “tripoloy” of Google, Facebook and Amazon Advertising. According to the IAB, digital advertising revenues among the Top 10 companies grew by 14% in the U.S., as their share of ad spend increased to 78% in 2020 from 77% in 2019. Ad spend from the fifteen next largest companies (companies 11-25) increased by 2.4% to $8B. The remaining companies in the PwC universe were able to post revenue growth of 8.3% to $22B in 2020 from $20.3B in 2019. The key take-away is that the size of the “open internet” (after the “walled gardens” of the top 10 companies) remains a sizable addressable market ($30B+ in the U.S. alone) and grew at an attractive rate of 7% (when excluding the top 10), despite what we believe was a double-digit decline in ad spend in 2Q 2020. Read More >>