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Updated: Q2 2025

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from first-party benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders. Meta, Snapchat and TikTok user forecasts are based on the analysis of survey and traffic data from research firms and regulatory agencies; Meta, Snapchat and TikTok company releases; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.

Updated: Q2 2025

Meta total ad impressions represent the number of instances an advertisement is displayed; paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices; includes Facebook and Instagram ad revenues; gross ad revenues before companies pay traffic acquisition costs (TAC) to partner sites; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media; excludes revenues reported under Meta’s Reality Labs segment. Snapchat total ad impressions represent the number of instances an advertisement is displayed; paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; gross ad revenues before companies pay traffic acquisition costs (TAC) to partner sites; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media. TikTok total ad impressions represent the number of instances an advertisement is displayed; paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; gross ad revenues before companies pay traffic acquisition costs (TAC) to partner sites; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media

Updated: Q2 2025

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