According to the report, which was prepared for the IAB by PricewaterhouseCoopers, digital ad revenue in the U.S. reached $49.5 billion in the first half of 2018, up 23 percent year-over-year. And more of those ad dollars are shifting to mobile, which accounted for 63 percent of the total, compared to 54 percent during the same period last year.
“We’re really looking at that as advertisers catching up to consumer behavior,” said Sue Hogan, the IAB’s senior vice president of research and measurement.
PwC U.S. partner David Silverman suggested that the growth of mobile commerce and direct-to-consumer brands are also playing a big role, with new technologies giving digital advertisers “the ability to efficiently and effectively target consumers who are likely to be interested in a purchase, driving the cost of acquiring that customer down.”
Original source: https://techcrunch.com