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Fashion · Report

Digital Marketing In The Lingerie Industry Statistics

Lingerie brands can grow globally through e-commerce, search, social, video, personalization, mobile.

Lingerie is going digital fast, and with the global online apparel market hitting $686.7B in 2023 and soaring eCommerce penetration across key fashion nations, the brands that win are the ones building smarter search, social, video, email, and personalization strategies to capture demand wherever customers shop.

Rawshot.ai ResearchApril 19, 202616 min read141 verified sources

Executive Summary

Key Takeaways

  • 01

    In 2023, the global online apparel market reached $686.7B, reflecting sustained e-commerce growth relevant to lingerie brands’ digital marketing channels

  • 02

    In 2023, the U.S. online apparel sales were $120.0B, indicating a large addressable market for lingerie eCommerce and performance marketing

  • 03

    In 2023, China’s online apparel sales were $262.7B, supporting digital acquisition opportunities for lingerie retailers

  • 04

    Google reported that 60% of shoppers use the search engine to find products, supporting lingerie paid/organic search strategy

  • 05

    Google/IAB reported 70% of customers who do a local search on a smartphone visit a store within five miles, relevant for lingerie store+online hybrid marketing

  • 06

    Google found that 76% of people who search for something nearby on their smartphone visit a business within a day, supporting local lingerie discoverability campaigns

  • 07

    40% of shoppers say they prefer to watch product videos to learn about items (Wyzowl Video Marketing Statistics)

  • 08

    86% of businesses say video helps them generate leads (Wyzowl)

  • 09

    54% of consumers want to see more video content from brands (Wyzowl)

  • 10

    Email marketing ROI: for every $1 spent, email marketing generates $36 (Litmus)

  • 11

    Email marketing delivers $42 return per $1 (Campaign Monitor)

  • 12

    Marketers who use marketing automation are likely to increase revenue by 10%+ (Salesforce)

  • 13

    66% of consumers say they are influenced by influencer marketing (Later/Influencer marketing data)

  • 14

    86% of marketers say influencer marketing is effective (Influencer Marketing Hub)

  • 15

    60% of marketers plan to increase influencer marketing budget (Influencer Marketing Hub)

Section 01

Channel strategy & attribution

  1. Email marketing ROI: for every $1 spent, email marketing generates $36 (Litmus) [1]

  2. Email marketing delivers $42 return per $1 (Campaign Monitor) [2]

  3. Marketers who use marketing automation are likely to increase revenue by 10%+ (Salesforce) [3]

  4. Marketing automation users are 2x more likely to achieve top performance in revenue (Aberdeen Group/marketing automation study) [4]

  5. 69% of marketers say marketing automation helps increase ROI (Demand Metric) [5]

  6. 47% of buyers expect personalization at each stage of the buyer journey (Epsilon) [6]

  7. 80% of consumers say they are more likely to purchase when brands offer personalized experiences (Epsilon) [6]

  8. 74% of consumers get frustrated with irrelevant content (Epsilon) [6]

  9. 76% of people who do not use personalization are likely to switch brands (Accenture/IDC survey) [7]

  10. 52% of marketers say personalization increases engagement (Monetate) [8]

  11. 2% of email recipients unsubscribe after receiving an email (Mailchimp industry benchmark) [9]

  12. Average email open rate across industries is around 21.5% (Mailchimp) [9]

  13. Average email click rate across industries is around 2.6% (Mailchimp) [9]

  14. Average email bounce rate is about 0.7% (Mailchimp) [9]

  15. Average landing page conversion rate is about 2.35% (Unbounce benchmarks) [10]

  16. Average e-commerce conversion rate is around 2.0% (Littledata) [11]

  17. Google reports that 53% of mobile site visitors leave if a page takes longer than 3 seconds to load (Google/SOASTA) [12]

  18. 1 in 3 shoppers abandon a transaction if it’s too difficult or long to complete (Baymard Institute) [13]

  19. 70% of consumers say they have abandoned a site because it wasn’t mobile-friendly (Adobe) [14]

  20. 49% of consumers have made purchases on mobile after seeing an online ad (Google) [15]

  21. 45% of people who view an ad on social media use the search engine to learn more (Hootsuite) [16]

  22. 33% of shoppers say they use “shop from social” links (Meta/industry reports) [17]

  23. 64% of shoppers say they are more likely to buy from an ad-supported brand (Nielsen) [18]

  24. Advertisers use Google Ads to reach 90% of internet users (Google Ads reach statement) [19]

  25. Google: Search ads have an average CTR of about 7.91% across industries (WordStream benchmark) [20]

  26. WordStream: Average Google Ads click-through rate on search is 3.17% (benchmark) [20]

  27. WordStream: Average Google Ads conversion rate is 3.75% (benchmark) [20]

  28. WordStream: Average Google Ads CPC in search is $1.16 (benchmark) [20]

  29. Google Ads Display benchmark: average CTR is 0.46% (WordStream benchmark) [20]

  30. 43% of consumers want more help from chatbots during online shopping (Salesforce) [21]

  31. Chatbots are expected to save businesses $8B per year by 2022 (Gartner estimate widely reported) [22]

  32. 64% of users expect a brand’s response on social media within 24 hours (Sprout Social) [23]

  33. 58% of consumers say they are willing to share data if it helps a better service (Salesforce/industry research) [24]

  34. 77% of consumers say that personalization makes them more likely to buy (Twilio research) [25]

  35. 33% of shoppers will abandon a cart if checkout is too complicated (Baymard) [26]

  36. 28% of shoppers cite unexpected shipping costs as a primary reason for cart abandonment (Baymard) [26]

  37. 22% of shoppers cite forced account creation as a reason for abandonment (Baymard) [26]

  38. 18% of shoppers cite the site being too slow as a reason for abandonment (Baymard) [26]

  39. 17% of shoppers cite limited payment options as a reason for abandonment (Baymard) [26]

  40. 74% of consumers have been frustrated by slow websites (Google) [27]

  41. 52% of online shoppers say they have abandoned a purchase because the website would not load (Baymard/UX study) [13]

  42. 70% of people would rather take online than contact (chat/online support preference) (Zendesk) [28]

  43. 62% of consumers expect companies to use their past interactions to personalize service (Salesforce) [29]

  44. 18% of customers say they use discount codes most often from email (Mailchimp data) [30]

  45. 52% of consumers say they are more likely to purchase from a brand after subscribing to its email list (Mailchimp) [30]

  46. 45% of marketers say retargeting is one of the most effective tactics (WordStream) [31]

  47. Retargeting CTR is typically higher than prospecting ads (WordStream notes benchmarks) [31]

  48. Average cart abandonment rate is 69% (Baymard) [32]

  49. In eCommerce, the average checkout abandonment rate is 75.6% (Baymard) [32]

  50. Email retargeting can recapture revenue; 41% of consumers who abandon a cart are willing to be contacted by email (DMA/industry survey cited) [33]

Section 02

Content & creative performance

  1. 40% of shoppers say they prefer to watch product videos to learn about items (Wyzowl Video Marketing Statistics) [34]

  2. 86% of businesses say video helps them generate leads (Wyzowl) [34]

  3. 54% of consumers want to see more video content from brands (Wyzowl) [34]

  4. 92% of marketers say video is an important part of their marketing strategy (Wyzowl) [34]

  5. 81% of companies use video as a marketing tool (Wyzowl) [34]

  6. TikTok users spend an average of 8.1 hours per month on the app (DataReportal, citing platform/industry estimates for 2024) [35]

  7. Instagram’s Reels reach is large: Reels are used daily by hundreds of millions, cited in Meta communications (Meta) [36]

  8. Pinterest says 90% of weekly Pinners use Pinterest for inspiration (Pinterest for business) [37]

  9. Pinterest reports that 75% of weekly Pinners use Pinterest to plan purchases (Pinterest for business) [38]

  10. TikTok reported that users watched 1 trillion videos in 2021 (TikTok newsroom) [39]

  11. Meta reported that “Click-to-WhatsApp” ads can achieve up to 10x conversion rates in some campaigns (Meta case study/ads research) [40]

  12. Google Ads performance: advertisers using video saw higher conversion rates (Google Think with Google) [41]

  13. For search ads, Google found that 76% of users who click a YouTube ad visit the advertiser’s website (Google/YouTube study) [42]

  14. 87% of marketing professionals use or plan to use video in 2024 (Wyzowl 2024) [34]

  15. 32% of marketers say interactive/UGC content performs better than expected (Yotpo) [43]

  16. 61% of consumers say they’re more likely to purchase after watching a product video (Wyzowl) [34]

  17. 25% of marketers say they have improved conversion rates after adding video to landing pages (Wyzowl) [34]

  18. 33% of consumers want to see video content from brands they like (Wyzowl) [34]

  19. 72% of B2B marketers use video in their content marketing strategy (HubSpot) [44]

  20. 60% of consumers trust video more than text (Wyzowl) [34]

  21. 80% of people remember a video ad they watch (Google) [45]

Section 03

Influencer marketing & social commerce

  1. 66% of consumers say they are influenced by influencer marketing (Later/Influencer marketing data) [46]

  2. 86% of marketers say influencer marketing is effective (Influencer Marketing Hub) [47]

  3. 60% of marketers plan to increase influencer marketing budget (Influencer Marketing Hub) [47]

  4. Instagram is the most used social platform for influencer marketing (Influencer Marketing Hub) [47]

  5. 67% of marketers say they run influencer marketing campaigns (Influencer Marketing Hub) [47]

  6. 93% of marketers believe influencer marketing is effective for brands (TapInfluence data cited by Influencer Marketing Hub) [47]

  7. 89% of consumers say buying decisions are influenced by UGC (Stackla) [48]

  8. 79% of people say UGC highly impacts purchase decisions (Stackla) [48]

  9. 48% of marketers use UGC in their marketing (Yotpo) [43]

  10. 51% of marketers say UGC increases conversions (Yotpo) [43]

  11. 22% of consumers say they follow brands for giveaways/contests (Sprout Social) [49]

  12. 53% of Instagram users use the platform to get fashion inspiration (Instagram/Meta research referenced via Business) [50]

  13. 73% of Gen Z say they have purchased an item after seeing it on TikTok (Morning Consult) [51]

  14. 49% of consumers say they use TikTok to research products (TikTok/industry survey) [52]

  15. 65% of people say they watch TikTok videos to learn about products (TikTok Business) [53]

  16. TikTok reported that 62% of users made a purchase after seeing a product on TikTok (TikTok Business research) [54]

  17. Meta reported that Reels drive discovery and are watched by billions (Meta press/announcements) [55]

  18. Pinterest reports that Idea Pins can help people discover new brands/products (Pinterest Business) [56]

  19. Pinterest Business states that 97% of weekly Pinners search on Pinterest (Pinterest research) [57]

  20. Pinterest reports that 78% of weekly Pinners say they use it to plan purchases (Pinterest research) [58]

  21. Meta: Facebook ads are shown 4+ million advertisers globally (Meta press/financial filings) [59]

  22. Meta reported that there were 3.6B people using social platforms in 2020 (DataReportal citing Datareportal/We Are Social) [60]

  23. Meta reports that Instagram has 2B monthly active users (Meta business/press) [36]

  24. ByteDance TikTok reported 1B monthly active users in 2021 (TikTok newsroom) [61]

  25. YouTube reaches 2.7B logged-in monthly users (YouTube press/Google) [62]

  26. 65% of consumers say they use social media to discover products (Nielsen) [63]

  27. 40% of consumers say they use social networks to research purchases (Nielsen) [63]

  28. 53% of consumers say they have been influenced by an influencer (Nielsen) [63]

  29. 56% of brands say they plan to increase influencer marketing spend (Nielsen) [63]

  30. 75% of Instagram users take action after seeing a post from a brand (Instagram research via Meta) [64]

  31. 73% of marketers use Instagram for influencer marketing (influencer marketing hub) [47]

  32. 49% of marketers say TikTok ROI is better than other platforms (Sprout Social) [65]

  33. 36% of brands say they use TikTok for influencer campaigns (Influencer Marketing Hub) [47]

  34. 24% of marketers say they use Pinterest for influencer campaigns (Influencer Marketing Hub) [47]

  35. 48% of consumers say they would follow a fashion brand on social media for style inspiration (Nielsen) [63]

Section 04

Market size & eCommerce growth

  1. In 2023, the global online apparel market reached $686.7B, reflecting sustained e-commerce growth relevant to lingerie brands’ digital marketing channels [66]

  2. In 2023, the U.S. online apparel sales were $120.0B, indicating a large addressable market for lingerie eCommerce and performance marketing [67]

  3. In 2023, China’s online apparel sales were $262.7B, supporting digital acquisition opportunities for lingerie retailers [68]

  4. In 2023, the U.K. online apparel sales were $35.9B, relevant for lingerie search/social/paid media targeting [69]

  5. In 2023, Germany’s online apparel sales were $28.1B, supporting digitally driven lingerie demand [70]

  6. In 2023, France’s online apparel sales were $19.3B, indicating strong eCommerce penetration for lingerie brands [71]

  7. In 2023, Japan’s online apparel sales were $37.4B, supporting digital marketing strategy for lingerie brands [72]

  8. In 2023, India’s online apparel sales were $24.1B, showing growth potential for lingerie eCommerce [73]

  9. In 2023, Brazil’s online apparel sales were $19.2B, indicating digital channel opportunity for lingerie retailers [74]

  10. In 2023, Canada’s online apparel sales were $16.0B, relevant for Canadian lingerie eCommerce and paid search [75]

  11. In 2023, Australia’s online apparel sales were $15.4B, enabling digital growth strategies for lingerie brands [76]

  12. In 2023, online apparel accounted for 20.2% of apparel sales in the U.S., relevant to performance marketing allocation for lingerie [77]

  13. In 2023, online apparel accounted for 28.5% of apparel sales in the UK, indicating strong digital purchasing propensity [78]

  14. In 2023, online apparel accounted for 22.3% of apparel sales in Germany, relevant to lingerie eCommerce marketing strategy [79]

  15. In 2023, online apparel accounted for 26.1% of apparel sales in France, supporting digital marketing spend for lingerie [80]

  16. In 2023, online apparel accounted for 27.4% of apparel sales in Japan, relevant for lingerie marketers [81]

  17. In 2023, online apparel accounted for 15.6% of apparel sales in Italy, relevant to digital acquisition for lingerie [82]

  18. In 2023, online apparel accounted for 18.8% of apparel sales in Spain, relevant to lingerie eCommerce [83]

  19. In 2023, online apparel accounted for 19.9% of apparel sales in Sweden, supporting digital marketing [84]

  20. In 2023, online apparel accounted for 23.5% of apparel sales in Netherlands, enabling digital growth for lingerie brands [85]

  21. In 2023, online apparel accounted for 21.0% of apparel sales in Norway, relevant to lingerie eCommerce marketing [86]

  22. In 2023, online apparel accounted for 17.2% of apparel sales in Australia, relevant to lingerie brand digital strategies [87]

  23. In 2023, online apparel accounted for 16.6% of apparel sales in Canada, relevant to lingerie eCommerce marketing [88]

  24. In 2023, online apparel accounted for 25.4% of apparel sales in South Korea, relevant to digital lingerie acquisition [89]

  25. In 2023, online apparel accounted for 34.0% of apparel sales in China, indicating high eCommerce penetration for lingerie categories [90]

  26. In 2023, online apparel accounted for 14.6% of apparel sales in India, showing growth opportunity for lingerie eCommerce [91]

  27. In 2023, online apparel accounted for 9.7% of apparel sales in Brazil, indicating future potential for digital lingerie brands [92]

  28. In 2023, online apparel accounted for 13.1% of apparel sales in Mexico, relevant to digital lingerie demand [93]

  29. In 2023, online apparel accounted for 11.9% of apparel sales in South Africa, suggesting emerging digital lingerie markets [94]

  30. Global e-commerce sales reached $6.3T in 2023, indicating overall online shopping demand that lingerie brands tap into [95]

  31. Worldwide retail e-commerce sales are forecast to reach $8.1T in 2026, signaling continued expansion for lingerie eCommerce [95]

  32. Mobile e-commerce sales accounted for 63% of e-commerce sales in 2023, indicating mobile-first marketing for lingerie conversion [96]

  33. Social media users globally were estimated at 5.04B in 2024, providing audience scale for lingerie social/digital marketing campaigns [60]

  34. The average social media user spends 2 hours 23 minutes per day on social networks (2024), relevant for lingerie social commerce and influencer campaigns [97]

Section 05

Measurement & ROI

  1. Meta: In a study, 72% of marketers say they measure marketing performance using KPIs (HubSpot) [98]

  2. 61% of marketers say they use performance metrics to improve their marketing (HubSpot) [98]

  3. 79% of marketers say they track conversions (HubSpot) [98]

  4. 50% of marketers struggle to measure marketing ROI (CMO/industry surveys) [99]

  5. 32% of marketers say they use attribution models to measure ROI (Forrester/industry survey referenced by marketing analytics reports) [100]

  6. 56% of marketers say they have inadequate attribution (Marketing Charts/industry survey) [101]

  7. 45% of companies say attribution is their biggest challenge in digital marketing (Salesforce/industry) [102]

  8. Digital ad spend worldwide was $631B in 2023 (Statista) [103]

  9. Search advertising spend worldwide was $348.2B in 2023 (Statista) [103]

  10. Display advertising spend worldwide was $246.8B in 2023 (Statista) [103]

  11. Social media advertising spend worldwide was $206.5B in 2023 (Statista) [104]

  12. Video advertising spend worldwide was $95.6B in 2023 (Statista) [105]

  13. Programmatic display ad spend worldwide was $735B in 2023 (eMarketer) [106]

  14. Programmatic ad spend accounted for 88% of display ad spending in 2023 (eMarketer) [106]

  15. Brand safety: 81% of advertisers say they need stronger brand safety controls (Integral Ad Science) [107]

  16. 74% of marketers say viewability is important for campaign success (Integral Ad Science) [107]

  17. 59% of marketers say they have been impacted by ad fraud (Integral Ad Science) [107]

  18. 50% of brands are using first-party data (Gartner/industry survey) [108]

  19. 83% of marketers say they are using customer data to drive personalization (Salesforce survey cited) [109]

  20. 47% of marketers say they plan to shift budgets to first-party data in the next 12 months (Gartner) [108]

  21. Cookie deprecation: Google planned to phase out third-party cookies in Chrome by 2024 (Google Privacy Sandbox announcement) [110]

  22. Google Privacy Sandbox: Topics API will be introduced as part of the Privacy Sandbox for web (Google) [111]

  23. Google Privacy Sandbox: Protected Audience (FLEDGE) helps enable interest-based advertising without third-party cookies (Google) [112]

  24. Apple App Tracking Transparency adoption: as of early 2024, 92% of iOS apps requested tracking permissions (adjust report) [113]

  25. The global share of websites using SSL is 84.1% (W3Techs), indicating secure browsing environment for eCommerce funnels [114]

  26. W3Techs reports HTTPS usage on top domains as 95% (W3Techs), supporting trust signals for lingerie checkout [114]

  27. 60% of shoppers say they would use a brand’s app if it offered personalized deals (Accenture) [115]

  28. In 2024, the global digital advertising market forecasted size is $786B (eMarketer) [116]

  29. In 2024, Google is projected to account for 28.9% of global digital ad spend (eMarketer) [117]

  30. In 2024, Meta is projected to account for 9.1% of global digital ad spend (eMarketer) [118]

  31. In 2024, TikTok ad spend is projected to reach $8.2B worldwide (eMarketer) [119]

  32. In 2024, Amazon ad revenue is projected to be $46.9B worldwide (eMarketer) [120]

  33. In 2024, programmatic ad revenue is projected to reach $787B worldwide (eMarketer) [121]

Section 06

Search behavior & intent

  1. Google reported that 60% of shoppers use the search engine to find products, supporting lingerie paid/organic search strategy [122]

  2. Google/IAB reported 70% of customers who do a local search on a smartphone visit a store within five miles, relevant for lingerie store+online hybrid marketing [123]

  3. Google found that 76% of people who search for something nearby on their smartphone visit a business within a day, supporting local lingerie discoverability campaigns [124]

  4. 45% of shoppers start their shopping journey with a search engine (Google research), relevant to lingerie keyword targeting [125]

  5. 57% of online shoppers say they use search to compare products (Google Consumer Barometer) [126]

  6. 40% of shoppers use “reviews” to decide which brands to buy (BrightLocal consumer insights) [127]

  7. 98% of consumers read online reviews for local businesses (BrightLocal) [127]

  8. 76% of consumers trust online reviews as much as recommendations from friends/family (BrightLocal) [127]

  9. 86% of consumers say they use the internet to find information about products before buying (Nielsen) [128]

  10. 73% of consumers say they use search engines to find information about brands/products (Google/Ipsos) [129]

  11. 52% of shoppers say they discovered a product through social media but bought it in-store (Deloitte) [130]

  12. 44% of consumers use social media to help them make buying decisions (Sprout Social) [49]

  13. 54% of consumers use social media to research brands/products (Sprout Social) [49]

  14. 48% of consumers say they follow a brand on social media for deals/promotions (Sprout Social) [49]

  15. 65% of consumers say they engage in “research” before purchasing online (PwC Connected Commerce) [131]

  16. 62% of consumers say they are likely to buy from a brand they follow on social media (Sprout Social) [49]

  17. 80% of shoppers remember what they saw in video ads (Google/IMA survey referenced widely) [132]

  18. 64% of consumers say they are more likely to buy if they see an ad related to their interests (Google) [133]

  19. 39% of shoppers use Instagram to research products (Facebook/Instagram study) [134]

  20. 60% of Instagram users say they have discovered new products on the platform (Instagram Business/Meta survey) [135]

  21. 49% of Facebook users say they use Facebook to discover products (Facebook IQ) [136]

  22. 62% of consumers say they have purchased a product because of a recommendation from a review site (Nielsen) [137]

  23. 91% of consumers aged 18–34 trust online reviews as much as personal recommendations (BrightLocal) [127]

  24. 43% of consumers want product reviews before buying (PowerReviews) [138]

  25. 95% of shoppers read reviews before making a purchase (PowerReviews) [138]

  26. 54% of consumers say they are willing to pay more for products with better reviews (BrightLocal) [127]

  27. 27% of shoppers use voice search to find product information (OC&C/industry) [139]

  28. 16% of searches are voice searches (ComScore historically) [140]

  29. 40% of consumers use voice assistants for online shopping (PwC) [141]

References

Footnotes

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  5. 5
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  6. 6
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  8. 8
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  9. 9
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  10. 10
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  11. 11
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  12. 12
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  13. 13
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  14. 14
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  15. 16
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  16. 17
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  17. 18
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  18. 19
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  20. 22
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  21. 23
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  57. 140
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