The value of the global digital advertising market is set to increase 85% over the next four years as revenue from mobile in-app advertising surges, according to a new study from Juniper Research.

The research forecasts that digital advertising will be worth $753bn (€659.3bn) in 2026, an increase of 85% from $407bn (€356.3bn) in 2022, despite Apple's efforts to crack down on targeted advertising and Google's decision to phase out third-party cookies.

Digital Advertising: Emerging Trends, Key Opportunities & Market Forecasts 2022-2026 found that mobile in-app advertising spend will increase from $201bn (€176bn) to $425bn (€372.1bn) by 2026 as brands "strive to secure consumer trust", and it urges businesses to clearly outline their data collection, storage and usage policies in order to optimise opt-ins.

"With recent data collection policy changes by technology giants creating further challenges for mobile attribution, enterprises must adopt a code of best practice to maximise return on advertising spend and support probabilistic attribution models," research author Scarlett Woodford said.

The report also anticipates an increase in desktop advertising spending, from $97bn (€84.9bn) in 2022 to $142bn (€124.3bn) in 2026, despite the rerouting of spend towards handheld devices and increased data protection regulation.

In Association with

The research identified video as a key channel for advertisers, with video advertising spend predicted to increase 63% over the next four years as TikTok and YouTube Shorts continue to drive demand and premium charges.

The research urges marketers to ensure that video ads are optimised for smartphone and tablet consumption, in order to maximise return on investment.

(Pic: Getty Images)