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Walled gardens

Statistics report on walled gardens in the digital advertising industry

This report has been compiled to provide an overview of the role of walled gardens in the digital advertising industry worldwide. Additionally, selected information about the U.S. market is available.

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Table of contents

Overview

5
  • Premium Statistic Digital pure players ad revenue worldwide 2024-2025
  • Premium Statistic Market share of Big Tech in ad spend worldwide 2014-2023
  • Premium Statistic Walled gardens vs. open internet share of digital ad revenue worldwide 2017-2027
  • Premium Statistic Leading marketing concerns worldwide 2025
  • Premium Statistic Digital advertising market share of major companies worldwide 2023

Largest players

5
  • Premium Statistic Global Google digital advertising revenues 2017-2027
  • Premium Statistic Global Facebook advertising revenue 2017-2027
  • Premium Statistic Amazon advertising revenue 2018-2026
  • Premium Statistic TikTok ad revenue worldwide 2020-2027
  • Premium Statistic Ad revenue of Baidu 2018-2027

Customer data platforms (CDPs)

7
  • Premium Statistic Industries with high CDP take-up worldwide 2023
  • Premium Statistic Distribution of CDP companies worldwide 2025, by type
  • Premium Statistic Leading capabilities of CDPs worldwide 2023
  • Premium Statistic Benefits of CDPs worldwide 2023
  • Premium Statistic CDP investment growth worldwide 2023
  • Premium Statistic Problems encountered while deploying CDPs worldwide 2023
  • Premium Statistic Leading obstacle to customer data use worldwide 2023

First-party data

4
  • Premium Statistic Importance of collecting selected behavioral data in marketing worldwide 2024
  • Premium Statistic Behavioral data marketers collect worldwide 2024
  • Premium Statistic Most critical ad capabilities and media investments for marketers worldwide 2025
  • Premium Statistic Key figures on the state of personalization among businesses worldwide 2024

Audiences

4
  • Basic Statistic Referral share of search engines worldwide 2015-2026
  • Basic Statistic Most used social networks 2025, by number of users
  • Premium Statistic Leading online marketplaces worldwide 2025, by monthly visits
  • Basic Statistic Global news site traffic growth 2025

Spotlight: United States

8
  • Basic Statistic Market share of Big Tech in digital ad revenue in the U.S. 2008-2024
  • Premium Statistic Walled garden programmatic display advertising spending in the U.S. 2021-2025
  • Premium Statistic Most challenging media transformations according to CMOs worldwide 2025
  • Premium Statistic Preparedness for 3rd-party cookie deprecation in the U.S. 2023
  • Premium Statistic Top areas of attribution brands & agencies will focus more on in the U.S. 2024
  • Premium Statistic Print personalizations' top 1st-party data sources for marketers in the U.S. 2024
  • Premium Statistic Number of CDP companies in the U.S. 2022-2025
  • Premium Statistic Time spent online with the open internet vs. walled gardens in the U.S. 2014-2023
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