As Walmart (NYSE:WMT), the world’s largest retailer, gears up its e-commerce business, the company stands to gain from a potentially lucrative but as yet relatively untapped revenue stream: digital advertising.
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Online advertising is a growth market; digital ad spending worldwide is forecast to rise 17.6% in 2019, reaching US$ 333.25 billion, and for the first time, will account for roughly half of the global ad market.
The upward trend is expected to continue, with online ad spend expected to account for 60.5% of total media ad spending by 2023, according to eMarketer.
It could be said that the growth in digital advertising has been partly driven by increasing internet penetration and social media penetration, which triggered an ongoing shift towards digital advertising from traditional media, such as television, radio and print.