At AdTonos, we usually spotlight trends in programmatic audio and audio advertising. But today, we’re turning our attention to something even broader — a powerful new report from IAB that offers a bold and optimistic outlook for digital marketing and advertising in the U.S.
The Digital Economy Is Booming
According to the latest edition of Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation, the U.S. digital economy has more than doubled since 2020. It now represents a staggering $4.9 trillion — 18% of U.S. GDP, up from just 11% four years ago.
This growth isn’t just impressive; it’s transformative. It underscores how deeply digital platforms and technologies are reshaping media, advertising, and the entire American economy.
28.4 Million Jobs, and Growing Fast
The report reveals that the digital sector supports 28.4 million jobs across all 435 congressional districts, proving that digital is no longer confined to Silicon Valley or urban tech hubs. Digital jobs are growing 12 times faster than the overall labour market.
Source: IAB website.
This momentum is being driven by major tech firms, the rise of the creator economy, and independent digital entrepreneurship. Over 1.5 million Americans now work full-time as digital creators, a 7.5x increase since 2020.
Even more striking: nearly 70% of new digital jobs come from independent creators, e-commerce entrepreneurs, platform earners, and digitally integrated businesses. This shift points to a future where innovation and opportunity are more democratised.
What This Means for Digital Advertising
For advertisers and marketers, this expanding ecosystem presents enormous opportunities. As digital platforms mature and diversify, brands have unprecedented potential to reach and engage audiences through various touchpoints — including screen-free formats like programmatic audio, which can complement visual media and enhance recall, emotional impact, and frequency.
The findings should energise the digital ad industry: growth is not only continuing but accelerating, fueled by structural changes in how Americans live, work, and connect.
Smart Policy Will Be Key to Sustaining Growth
IAB will brief policymakers on these findings in June, emphasising the importance of regulatory frameworks that encourage innovation and protect digital entrepreneurship. As the U.S. considers its next steps in digital policy, this report serves as a compelling case for nurturing — not stifling — the growth of the digital economy.
In an era where uncertainty often dominates headlines, this report reminds us that the future of digital marketing and advertising is full of potential. With the right tools, policies, and creativity, the digital economy will continue to drive growth, expand access, and create opportunity for millions.
Download the full version of the IAB Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation report here.
