Historical revenue mix – First half vs. second half Second-half revenues reached $47.9 billion Second-half revenues totaled $47.9 billion in 2017, an increase of $8.1 billion from second-half revenues of 2016. Second-half revenues represented 54.4% of total revenues in 2017, a slight decrease from the 54.8% reported in 2016, but consistent with the broader trend of increased revenues in the second half of each year. The continued industry growth and the seasonal spike in fourth quarter ad spend both contribute to the historically high proportion of revenues in the second half of the year. PwC | IAB internet advertising revenue report 10