Introduction to $650 Billion Advertising Sector Worldwide in 2021

Despite an initial falloff due to the Covid pandemic, digital advertising spending grew 12.2% year over year in 2020, according to a new report commissioned by the Interactive Advertising Bureau and conducted by PwC. But the report also showed the largest players in the ecosystem further entrenched their hold on the U.S. digital ad market in 2020, commanding more share year over year.
The pandemic caused an immediate pullback in ad budgets in 2020, with certain areas like travel remaining slow throughout the year. But in the latter half of 2020, political ad spend and holiday season sales helped to offset the losses in the first part of the year to reach $139.8 billion total for the year. The growth was slower than between 2018 and 2019 when spending increased 15.9%.
The IAB said a huge surge in connected television, e-commerce shopping and at-home deliveries created a “pendulum swing” that helped the sector continue growing despite the turbulence earlier in the year.
But the spend was largely concentrated with the major ad players, and even more so than in previous years. The IAB said the top 10 companies held a 78.1% share of the revenues in 2020, with overall revenues of that group alone exceeding $109 billion. The top 10 companies accounted for a 75.9% share of revenues in 2018, rising to 76.6% in 2019. The IAB said companies ranked 11th to 25th account for just 6.2% of revenues, while smaller companies make up 15.7%.
The IAB does not break out how much of this is made up of companies like Facebook, Google and Amazon. In a new report this week, eMarketer said that Amazon’s share of the U.S. digital ad market was more than 10% for the first time in 2020. Google’s share was 28.9% of the U.S. digital ad market in 2020, and Facebook’s was 25.2%, according to eMarketer.

What was growing

Year-over-year growth declined by 5.2% in the second quarter, the IAB report said, but spending during the third and fourth quarters was up by 11.7% and 28.7% year-over-year, respectively. The report said the fourth quarter of 2020 saw the highest revenue on record for digital advertising in more than 20 years, which it attributed in part to advertising leading up to the election. Advertisers were also spending 2020 budgets that had been paused earlier in the year because of the pandemic.
Social media ad revenues reached $41.5 billion in 2020, the report said, making up nearly 30% of all internet ad revenue. Digital video saw 20.6% year-over-year growth, increasing its share of total internet ad revenue by 1.3% to reach 18.7%.
Programmatic ad revenue also increased by 24.9% to reach $14.2 billion in 2020, but the IAB report questioned whether privacy changes like Google’s deprecating of third-party cookies will mean that growth is unsustainable going forward.
“Changes in consumer identity and attribution models announced by Google and Apple did not have a material impact in 2020, and are expected to build to a tipping point disruption as ecosystem participants and consumers adapt to new models,” the report said. “Rather than a direct and significant impact immediately, the loss and blocking of identifiers on advertising products, tracking and other capabilities will be felt over time.”
September 14, 2021


The first component is Zool Ad Network, a platform like Google Ads or Facebook ads with self-serve and DSP options for programmatic and performance-based advertising.
Zool Ad Network now introduces ZOY (ZOOL PAY), a utility token for advertising on Zool platform, Zool ad exchange and Zool Eco-system. ZOY is a payment system that saves money for advertisers on transaction costs on payments and higher yield to publishers. We see ZOY as Peer to Peer Lending Platform for the ad tech industry to begin with, Zool Eco-system, and crypto startups around the globe, subject to local applicable laws.

Zool Pay Value Proposition

We propose the ZOY as a token of exchange in an advertising system based in the desktop and the mobile browser and app.
  1. 1.
    Advertisers: The Zool Pay (ZOY) facilitates existing 85,000+ advertisers with lending credits with no interest for a certain period of time to advertise on Zool Ad Network based on their present conventional banking credit score. Zool is raising funds to acquire 800,000+ additional advertisers in less than a year by acquisition of 3rd party company. Connecting with every business, SME and corporates in the world to avail the best features of Zool Ad Network via Zool Pay. Zool Pay will provide upto 80% of the budget of advertising while the balance amount has to be paid by the advertiser at the first place via ZOY tokens to Zool Ad Network. Every advertisers can buy Zool Pay Tokens from a dedicated Zool Crypto Exchange for our tokens (It will be developed after or during ICO)
  2. 2.
    Publishers: improved revenue, better reporting, and less fraud.
  3. 3.
    Supply Side Platforms: Zool is connected with 350+ SSP around the globe out of around 650 SSPs in the world. SSPs will get the token money via "ZOY". Development of crypto based ad exchange. This will expand the market size of crypto currencies.
  4. 4.
    Development of blockchain based web hosting services with incentives to the miners.
Introduction of ZOY token in all the products of Zool ecosystem like FinTech, Food Tech, Ad Tech, etc. The regular demand for advertising will tend the advertiser to increase the demand for the Zool Pay Token and hence increase the price of the token gradually so holders may see steady growth.


Zool's vision is open finance to individuals, Startups, SME and corporates for advertising on Zool Ecosystem and a decentralized tokenized economy.
DeFi technology allows for unstoppable and permission-less financial transactions on the block-chain, including trading, lending, and creation of synthetic assets. With no signup process, no middlemen approvals, no middleman execution, DeFi will fundamentally disrupt traditional finance and is likely to become a trillion dollar sector.


Zool is banking on the success of DeFi and will allocate massive financial and talent resources to support Ad Tech growth with DeFi.
1\ Research and Development
Zool partners will establish R&D centers to develop better products, support DeFi partners. Hire salesforce across the globe. Upgrade the current platform to more advanced and ad more channels to Zool's platform like Audio ads, CTV ads, etc. Acquire another group of smaller networks with great technology and struggling to sustain.
2\ Funding
Zool will support conventional and block-chain technology startup companies through lending money for advertising on Zool Ad Network. Company will also provide grants and support DeFi projects through token swaps.
3\ Investment
Zool will also invest into selected ventures/startups with great ideas and products.


Zool will look to be an advertising partner with projects through token swaps for block-chain companies and conventional companies.
Swap — we aim to token swap and accumulate a collection of the top existing and emerging DeFi and crypto projects.
Build — we aim to build core products in FinTech to make our Peer to Peer Lending platform more accurate in fraud forecast and secure.
Upgrade our platform to be able to launch ads in audio channels like Spotify and CTV etc.
Upgrade the system with compliance to every religious belief, respect to the culture, and subject to local laws of each country.
Generate employment worldwide.
  • A proxy service for creating decentralized VPN services and TOR-like secure browsing environments based on the block-chain
  • Zool Pay Block-chain
  • Services for decentralized apps, smart contracts and decentralized web browsing experiences
  • Payments for micro-payments and peer-to-peer transactions
Grant — we aim to provide a percentage of our profit for grants to teams that produce research or products that are public goods/services for the crypto industry.
The recurring demand of advertisers and individuals for ZOY will continue to increase the value of ZOY

Why Zool Ad Network?

Zool Ad Network is one of the oldest and most trusted ad network in the world. With more than 85,000+ advertisers and publishers on board. Very intense knowledge and experience of the market and insights.


  • Zool believes in respect towards the culture and the emotions of people all over the world. Zool believes in integrity