Madison & Wall: Global Ad Market to Grow 11% Past $1.3 Trillion as AI Reinforces the Walled Gardens

Madison & Wall's latest global forecast has the ad market growing 11% to over $1.3 trillion this year, with social, commerce and search all growing double digits and AI supporting rather than disrupting growth that increasingly concentrates with Alphabet, Meta and Amazon. Meta's Advantage+ and Google's Performance Max alone are expected to take a combined $60 billion in the US this year, more than doubling to $158 billion by 2030 — 27% of the entire US ad market.