Washington — Spending on digital advertising is set to overtake that of traditional media in the US for the first time in 2019, in a major milestone for the industry, a market tracker says. The research firm eMarketer said digital ad spending in the US will grow 19% to $129.34bn this year, making up some 54% of total advertising dollars. The report said mobile will make up the largest share of digital, with more than two-thirds of ad spending at $87.06bn this year.

“The steady shift of consumer attention to digital platforms has hit an inflection point with advertisers, forcing them to now turn to digital to seek the incremental gains in reach and revenues which are disappearing in traditional media advertising,” said eMarketer forecasting director Monica Peart. According to the market tracker, TV ad spending will decline 2.2% to $70.83bn this year, in the absence of national elections and major events such as the Olympics or World Cup. It said the 2020 US presidential electio...

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