Nearly 80% of Ad Spending Flows to Retail Media, Paid Search and Social Platforms
WARC forecasts a US$1.30 trillion global advertising market in 2026.
Image: WARC Future of Media 2026 · original publication Image source ↗
What happened
WARC forecasts global advertising spending of US$1.30 trillion in 2026, up 9.1%. It says almost 80% of spending flows to retail media, paid search and social platforms.
What changes
Channels once planned separately increasingly function as connected systems involving identity, content, data, inventory and purchasing.
Why it matters
Measuring each platform separately can still leave a business without a clear understanding of the full customer journey.
Implications for businesses
A U.S. small business can map discovery, search, comparison, contact, purchase and repeat purchases before deciding how to allocate its budget.
Un Rino’s take
The question is not simply which social network to post on. It is how content, customer information and intent connect across the journey.
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