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IAB hits $88 billion in 2017

The Interactive Advertising Bureau has been reported by PricewaterhouseCoopers as achieving a multi-billion dollar milestone of note.

Movin’ on up

Video, social, search, and audio are all in the wheelhouse of interactive advertising, but it’s mobile that boosted IAB’s numbers for their ninth record-breaking year.

Mobile accounted for 57% (about $50 billion) of 2017, while video brought in $6.5 billion, overtaking even desktop video ads. All in all, interactive mobile advertising is up 33% over 2016.

Search advertising is up 18% to a total of $40.6 billion, capturing 46% of overall ad revenue in 2017, while digital audio rose 39% to contribute a robust $1.6 billion in 2017.

The report

PwC compiled their findings through a variety of sources, from 10-K filings to LinkedIn. Without the inclusion of Facebook and Google data, IAB paints a picture of the industry as a whole.

According to Pivotal Research analyst Brian Wieser, it's safe to say that Facebook and Google account for 90% of digital ad growth in 2017, and really, that’s no surprise.

What do you think about the latest report from PwC? Are you surprised mobile is the premiere home for marketing ads? Give us your two cents in the comments below.

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