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Global advertising spend is set to increase at a slower pace by 3.8% next year, reaching $740.9 billion. It is predicted to strengthen the year after at 4.8% despite the economic slowdown currently faced by the world economy, with retail media expected to grow by more than one-fifth.
According to Dentsu’s biannual Global Ad Spend Forecast—which examines data from across 58 markets—the level of spend will slow by 1.6% in comparison to its previous prediction of a 5.4%