Juniper Research conducted a study that predicted that global digital advertising spending will increase from $407 billion in 2022 to $753 billion in 2026. These figures correspond to an increase of 85%. The forecast also says that by 2026, mobile app revenue will account for 56% of the total.

Analysts say that while the privacy changes adopted by Apple and Google limit the potential for effective ad attribution, there are still great opportunities. The availability of SKAdNetwork on iOS, for example, is an important opportunity for advertisers to access aggregated data, allowing them to target areas suitable for growth.

Analysts predict that total mobile app ad spend will increase from $201 billion in 2022 to $425 billion in 2026 as brands strive to win consumer trust.

The forecast expects desktop ad spending to increase from $97 billion in 2022 to $142 billion in 2026, despite the redirection of spending to portable devices and the implementation of data protection rules affecting cookie policy.

The researchers identified video as a key channel for advertisers. They expect video ad spend to grow by 63% over the next four years. This is fueled by the success of popular distribution channels such as TikTok and YouTube Shorts.