The Stack: Latest Ad Tech Stats

This week on The Stack: Latest Ad Tech Stats; Today’s MadTech Daily 

Out-of-home (OOH) revenue is on the rise, as per the latest figures from Outsmart, the trade body for OOH advertising. As expected, digital continues to dominate the landscape: it now holds 66% of the total share of OOH.

In the e-commerce sector, TikTok Shop has currently got the upper hand in the US market. Its sales increased 153% in January, with its biggest rivals in the scene far behind. However, its fate in the country is in a hugely precarious state. 

In more US-related news, consumers’ political opinions are having a significant impact on their purchasing decisions. Data from The Harris Poll reveals that four in ten US consumers have changed their spending habits over the past few months to align with their moral views.

Looking at the latest stats surrounding sustainability, 74% of ad businesses say it’s non-negotiable, and a critical part of their strategy. Yet, sustainability is also ranked as the second biggest challenge for members of the digital ad industry, falling behind only measurement, according to IAB Europe’s latest State of Readiness Report. 

Turning our attention to some ExchangeWire stats also published this week: our latest Media Pulse report reveals that 89% of surveyed readers planned budget increases for this year, or saw clients’ plans to. Additionally, over three quarters of poll respondents believe Google will be forced – or will proactively choose – to divest parts of its ad tech stack as a result of the DOJ ad tech antitrust trial. The full report is available for download here.