Another forecast, another reminder that ad spend is running its own race, economy be damned. This time it’s IAB Europe’s latest AdEx Benchmark Report, which clocked continental ad spend up 10.5% year over year to €131 billion — roughly the size of Morocco’s entire economy, according to the report’s author and IAB Europe chief economist, Daniel Knapp. Digital now soaks up around 70% of that spend, and while Europe’s market is still barely half the size of the U.S. in absolute terms, it’s growing faster. Continue reading this article on digiday.com . Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
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