The contextual advertising market was valued at USD 106.49 billion in 2017 and is expected to be worth USD 297.68 billion by 2023, at a CAGR of 18.80% during the forecast period. The base year considered for this report is 2017, and the forecast period considered is between 2018 and 2023.

North America holds the largest share of the contextual advertising market. This can be attributed to the presence of key players such as Google (US), Facebook (US), and Microsoft (US) in the region. In North America, there is a large number of social media and smartphone users, and the spending on advertisements is exceptionally high compared with other regions. In addition, penetration of mobile devices is high in the US, followed by Canada; this provides marketers a stronger channel to target potential customers.

Some of the major players in the contextual advertising market are Google (US), Media.net (Dubai), Facebook (US), Microsoft (US), Amazon.com (US), AOL (Austria), Yahoo (US), Twitter (US), IAC (US), and Amobee (US).

Based on type, activity-based advertising is expected to account for the largest share of the overall contextual advertising market in 2018. Activity-based advertising is a type of contextual advertising that is done based on users’ browsing history and cookies. This type of advertising typically comprises graphics, logos, pictures, and texts, among others. These advertisements appear on webpages, e-mails, and instant messaging (IM) applications.

Based on industry, the market for the consumer goods, retail, and restaurants industry is expected to register the highest growth rate during the forecast period. The growth of this market can be attributed to the wide use of digital advertising in the consumer goods, retail, and restaurants industry. In addition, digital marketing is used in the consumer goods and retail industry to improve marketing services, enhance customer intelligence, manage trade promotions, and optimize prices, and for loyalty marketing. In addition, rising purchasing power of consumers is driving the growth of the market.

Based on deployment, mobile devices are expected to account for the largest market size in 2018. Mobile advertising platforms help promote products and services. These help attract customers to particular products and services. As mobile internet has evolved, advertising methods on mobile devices have also witnessed a major change. Earlier, mobile advertising meant just informing customers about products through SMS.

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