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Online Advertising in the US Procurement Price, Data and Insights
Online advertising includes mobile, digital video, e-mail and display advertising, such as web banners and text ads. Online advertising spaces can be purchased from individual websites, media conglomerates or ad networks.
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What’s included in this market coverage
IBISWorld's research coverage on the Online Advertising procurement and pricing environment in the United States includes market dynamics, buyer power scores, supply chain vendors with pricing trends and forecasts.
About this Market
What’s this procurement report about?
This procurement coverage of the Online Advertising market in the United States includes Website Display Ads, Social Media Ads, Sponsored Search Results and Video Ads. Standard coding in this coverage includes ISIC-731-Advertising, NACE-73.11-Advertising Agencies, NAICS-541810-Advertising agencies and UNSPSC-82101603-Internet advertising.
What common market terminology is included?
Common market terminology included in the Online Advertising procurement coverage includes Cost per Mille (CPM) (Cost per thousand impressions. A commonly used pricing metric for online advertising.), Cost per Action (CPA) (A commonly used pricing model for online advertising wherein advertisers are charged based on the actions of consumers (sales, clicks, form submissions, etc.).), Display Advertising (Promotional messages delivered via web banners or text.), Impression (A term used in this market for an advertisement being viewed.), Unique Visitors (UV) (A metric measuring the number of distinct internet users that visit a particular web page, regardless of how often a single user visits the page.) and Influencer (An individual who has a following in a particular niche and is able to affect the purchase decisions of their audience due to their reputation.).
What companies are included as top suppliers?
The top companies covered in the Online Advertising procurement report as suppliers are Viacomcbs Inc., Charter Communications, Inc., Walt Disney Co, Comcast Corporation and Verizon Communications Inc..
Opportunity Assessment
What’s included in the Opportunity Assessment chapter?
The Opportunity Assessment chapter provides a comprehensive market analysis of the Online Advertising market in the United States category, including buyer power scoring, market pricing trends, vendor landscape, cost structure, and strategic negotiation levers.
The market pricing trends include the Market Price (2026) per click, a five year price forecast and a supply chain risk score. Vendor coverage includes a market share and cost structure breakdown.
Analysis includes a comprehensive SWOT analysis of and recent developments impacting the Online Advertising market environment.
Buyer Power Score
What’s included in the Buyer Power Score chapter?
The Buyer Power Score chapter assesses key components impacting Online Advertising procurement including the recent price trend, forecast price trend, availability of substitutes, switching costs, product specialization, average vendor risk, market share concentration, supply chain risk, price driver volatility and recent price volatility.
These components generate a Buyer Power Score that ranges from -5 (strongly favoring sellers) to +5 (strongly favoring buyers) plus a recommended strategy for procurement specialists.
Price Environment
What’s included in the Price Environment chapter?
The Price Environment chapter covers detailed pricing analysis and datasets on Online Advertising market environment. This includes insights into market pricing Market Price (2026), price forecasts, volatility, specialization, substitutes and switching costs.
Datasets in the Price Environment chapter include vendor cost structure, breakdowns of wage rates by geography and specialty, key external economic and labor drivers impacting the market and market pricing models.
Supply Chain & Vendors
What’s included in the Supply Chain & Vendors chapter?
The Supply Chain & Vendors chapter covers the concentration, risk and diversity of the Online Advertising market. This includes datasets on the market’s top suppliers, detailed analysis on the key sourcing risks and supply chain dynamics, with environmental, social and governance (ESG) considerations and scores.
Business Requirements
What’s included in the Business Requirements chapter?
The Business Requirements chapter covers vendor relationships, qualifications, service level agreements and key performance indicators. These inputs provide insight into the planning process through the buying lead time, vendor relationship and vendor qualifications. The sourcing process include key RFP elements like an organizational overview, project budget, selection criteria, project schedule, proposal format, inventory control, cost containment, regulation, quality control, distribution and key contract clauses.
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Frequently Asked Questions
What is the current market price for Online Advertising?
The 2026 benchmark market price for Online Advertising is $1.97 per click. Prices have increased at a CAGR of 4.23 from 2023-26.
Who are the top vendors in the Online Advertising market?
The top vendors in the Online Advertising market include Viacomcbs Inc., Charter Communications, Inc., Walt Disney Co, Comcast Corporation and Verizon Communications Inc..
What industries supply the Online Advertising market?
The top industries supplying the Online Advertising market are Data Processing & Hosting Services in the US, IT Consulting in the US, Internet Service Providers in the US, Telecommunication Networking Equipment Manufacturing in the US, Software Publishing in the US and Computer Manufacturing in the US.
What is the supply chain risk for Online Advertising?
High market share concentration weakens buyers' pricing leverage. The online advertising market's high market share concentration means a few dominant vendors control most of the revenue and have increased price-setting power. Even large enterprise buyers must operate within frameworks set by major platforms, like Google and Meta, limiting sourcing flexibility. Buyers should counterbalance this by leveraging multi-vendor sourcing strategies, seeking incremental discounts through volume consolidation, or requesting bids from niche vendors to maintain some degree of pricing competition.
What factors affect the price of Online Advertising?
The platform significantly affects pricing in online advertising by determining the reach, audience, and engagement potential of ads. For example, ads on social media platforms like Facebook or Instagram may command higher prices due to their vast user base and advanced targeting options, while display ads on smaller niche websites might be priced lower due to limited audience access.
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