The race to monetization – dentsu 2024 Media Trends

Dan Calladine and Aurélien Loyer

Key insights from dentsu’s annual media trends report.

This is an extract from The Pace of Progress, the dentsu 2024 Media Trends. You can download the full report here.

Digital advertising spend is expected to grow by a mere 6.6% three-year compound annual growth rate between 2023 and 2025. This is remarkable as single-digit growth has only happened twice in the last 20 years: in 2009 (financial crisis consequences) and in 2020 (COVID-19 pandemic).1

Amid this slowdown of one of their main sources of revenue, digital platforms have engaged in a more aggressive race to monetization, striving to maximize the value of their services, content,...

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