The Dutch digital advertising market grew by 10% in 2025 to €4.5 billion, but behind the headline growth lie major structural shifts: global platforms now capture 81% of digital ad revenues, while AI is rapidly reshaping the rules of the industry.

Published by VIA Nederland and Deloitte, the annual Digital Ad Spend Study 2025 provides the latest insights into market growth, media investment trends, and the evolving digital ecosystem.

A few highlights from this year's report:

• Share of global companies: Continued dominance of global platforms (81%) in the Dutch digital ad market, driven by scale, first-party data and advanced automation, while local publishers remain in niches and market concentration grows.
• Growth drivers: All digital categories grow. Social and content advertising lead at +14% each; paid search +11%; DOOH +10%; digital audio +6%. Digital now represents 76% of the total media mix.
• Cookieless advertising: Continues to gain traction since advertisers are increasingly relying on alternatives such as contextual targeting, first-party data and publisher-based solutions.
• Outlook: Respondents expect around 9% growth in 2026, though geopolitical and macro risks could moderate growth later in the year.
• AI adoption: Generative and predictive AI are standard; the report highlights the emergence of agentic advertising and early signs of agentic commerce.