The US Ad Industry Will Grow 5% in 2023, According to a New Forecast

Growth will return to pre-pandemic levels as channel proliferation slows

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Advertising investments should grow 5% this year, according to a new industry forecast released today by analyst Brian Wieser.

Marketers and advertisers should regard this relatively modest growth as a return to normal, pre-pandemic economic conditions. Since ecommerce boomed during the pandemic and led to increases in retail media investments and other online direct-to-consumer sales, the advertising industry benefited. Marketers largely felt that sustaining high growth would be unsustainable in the long term.

While it’s true that 5% is a slowdown from last year’s 6.5%

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