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IAB internet advertising
revenue report

2015 full year results
April 2016

An industry survey conducted by PwC and sponsored
by the Interactive Advertising Bureau (IAB)

Any trademarks included are trademarks of their respective owners and are not affiliated with, nor endorsed by, PricewaterhouseCoopers LLP,
its subsidiaries or affiliates.
Table of Contents

Background ......................................................................................................................................................................... 3
Executive summary ............................................................................................................................................................ 4
Detailed findings................................................................................................................................................................. 6

Historical trends .........................................................................................................................................................7
Ad formats .................................................................................................................................................................12
Social Media .............................................................................................................................................................. 15
Industries................................................................................................................................................................... 16
Pricing models...........................................................................................................................................................18
Advertising market share ........................................................................................................................................ 20
Appendix ........................................................................................................................................................................... 23

PwC Page 2 of 30
Background

About the IAB internet advertising revenue report

Conducted by PwC Advisory Services LLC (“PwC”) on an ongoing basis, with results released quarterly, the “IAB
Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This
report utilizes data and information reported directly to PwC, publicly available online corporate data, and
information provided by online ad selling companies.
The results reported are considered to be an accurate measurement of internet/online/mobile advertising revenues
because much of the data is compiled directly from information supplied by companies selling advertising online.
The report includes data reflecting online advertising revenues from websites, commercial online services, ad
networks and exchanges, mobile devices, and email providers, as well as other companies selling online advertising.
The report is conducted independently by PwC on behalf of the IAB. PwC does not audit the information and
provides no opinion or other form of assurance with respect to the information. Only aggregate results are
published and individual company information is held in strict confidence with PwC. Further details regarding
scope and methodology are provided in the appendix to this report.

David Silverman
PwC

PwC Page 3 of 30
Executive summary

IAB internet advertising revenue report 2015 full year
highlights

Internet advertising revenues (“revenues”) in the United States totaled $59.6 billion for the full year of 2015, wi


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