Contents Background ......................................................................................................... 1 Executive summary............................................................................................ 2 Key growth drivers ............................................................................................ 3 Enabling advertising scalability ....................................................................... 4 Revenue continues to grow year over year ...................................................... 7 Detailed findings ................................................................................................ 8 Shift to mobile continues, but rate of growth starts to decline ........................ 9 Historical revenue mix – First half vs. second half ........................................ 10 Ad format – Fourth-quarter 2017 results ........................................................ 11 Ad format – Full year 2017 results ................................................................. 132 Search loses share as mobile digital video charges ahead ............................143 Mobile overtakes desktop in digital video...................................................... 154 Social media’s share of the pie increased ....................................................... 165 Digital audio achieved new heights ............................................................... 176 Revenues by pricing model ............................................................................. 187 Historical pricing model trends .................................................................... 198 Advertising market share by media ................................................................. 19 Historical advertising market share ............................................................. 210 Historical data findings ................................................................................... 25 Any trademarks included are trademarks of their respective owners and are not affiliated with, nor endorsed by, PricewaterhouseCoopers LLP, its subsidiaries or affiliates PwC | IAB internet advertising revenue report