The GroupM Mid-Year Advertising Forecast for 2022 predicts a 129% growth in ad revenue for pure-play digital platforms, slower than the 32% pace observed in 2021. The report highlights the impact of new government policies, media concentration, blurry media definitions, and digital extensions. It also mentions the growth of the advertising industry and regional trends. The report concludes that the advertising market is settling into 2022, with rising inflation, increased wages, mounting regulatory pressure on Big Tech, and an overall effort by consumers and marketers to find their footing in a world that's increasingly used to living with COVID-19. The report also includes historical revisions and forecasts for the US and UK.
