Global performance marketing leader VEVE has released new data showing brands are rapidly increasing investments in browser-based ad placements. With the rise of AI-powered search engines, declining ROI from social media advertising, and the phase-out of third-party cookies, marketers are embracing browsers as prime territory for customer acquisition. VEVE reports a 33% year-over-year increase in browser advertising spend, marking one of the largest shifts in digital strategy in over two decades.
Browser ad spend has surged 33% year-over-year, according to VEVE.
Retail brands increased browser budgets by 64% in 2025.
Travel brands raised spend by 34%, while streaming rose by 24%.
Banking and fintech brands saw the largest jump at 106% YOY.
B2B brands also invested more, with a 24% YOY increase.
Browser ads offer high-intent reach as social ROI declines and AI search grows.
Browser ads, appearing as banners, icons, or branded visuals on browser start pages, are emerging as a key marketing channel. By capturing user attention before online searches begin, these ads provide a high-intent gateway for brands. Streaming giants like Disney+, Amazon Prime, and Hulu are already leveraging browser placements to promote shows and offers directly on browsers such as Microsoft Edge and Firefox.
Bharat Sharma, co-founder & COO of VEVE, stated: "This is not just a shift, it's a complete rewiring of how brands approach online customer acquisition. Browser advertising puts brands in front of consumers at the exact moment they open their online world, long before the distractions of social, search, and endless scrolling dilute their intent."
VEVE’s latest analysis highlights major year-over-year spending growth across multiple industries:
Retail (Macy’s, Nike, Walmart): +64%
Travel (Booking.com, Expedia, TUI): +34%
Entertainment/Streaming (Amazon Prime, Disney+, Hulu): +24%
Banking & Fintech (Experian, Credit Karma): +106%
B2B (Walmart B2B, Fiverr, QuickBooks): +24%
This rapid adoption aligns with VEVE’s Guide to Browser Advertising white paper, which underscores the demand for scalable, brand-safe, performance-driven solutions outside the “walled gardens” of Google, Meta, and Amazon, which captured more than half of global ad spend in 2024.
With over 5.1 billion internet users worldwide and browsers serving as the primary online entry point for more than 60% of the population, start pages are now considered premium real estate for discovery and engagement.
Sharma added: "The battlefield has moved, and brands are loading up for a holiday shopping season like we've never seen. The winners will be the brands that meet customers at the very start of their online journey, not halfway through it."
By offering exclusive inventory, proprietary ad formats, and a performance dashboard, VEVE enables brands to connect with high-intent audiences and measure results more effectively than traditional display or social ads.
VEVE is a branding and performance marketing platform from Affinity Global Inc. that offers unique advertising experiences across mobile handsets (OEMs), browsers, app stores, and premium apps. With native, high-performing ad formats - Tiles, Impact, App Install, unique media placements, and customisation opportunities, the platform empowers brands to achieve their advertising KPIs. Additionally, it provides creative and operational support across different languages and locations, including the US, UK, EU, IN, ID, and CN. VEVE has its proprietary reporting dashboard to access deep data insights to optimise conversions and user engagement. VEVE unlocks newer monetisation avenues for OEMs and browsers while enhancing users' online journey. To learn more about VEVE, visit www.veve.com.
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