The short version

Brian Wieser predicted on April 21, 2024: “In this morning’s updated forecast, Wieser projects U.S. digital ad spending — excluding political — will rise from 64% last year to 76% by 2028. Focusing specifically on retail media, Wieser predicts that this channel will soar … which would represent about 19% of total advertising spending [by 2028].” Verdict: Still evolving. These…

Prediction by

Brian Wieser

On April 21, 2024

“In this morning’s updated forecast, Wieser projects U.S. digital ad spending — excluding political — will rise from 64% last year to 76% by 2028. Focusing specifically on retail media, Wieser predicts that this channel will soar … which would represent about 19% of total advertising spending [by 2028].”

Follow-up

These are long-dated forecasts for 2028. Interim data supports the trajectory of digital and retail media gaining share, but the specific 2028 percentage figures are not yet testable.

From the High Caliber AI network — see the AI for PR module in the course.