Internet advertising proves its relevance in the Italian advertising landscape once more this year, reaching 4.84 billion euros, up 8% from 2022, implying around 370 million more investments in absolute terms. Web and app, desktop and mobile, have now transcended their bounds and "traditional" meanings. The term "Internet" is being replaced with "digital," and it is also embracing other forms of advertising such as television. The integration of digital and traditional TV media offers marketers new opportunities; 81% of total Italian internet investment goes into the wallets of the big multinational firms, particularly search engines and social networks. The Video world is driving the sector's development, as it is confirmed to be the leading advertising format by revenue in 2023, with a 36% incidence share and a 13% increase over 2022, owing primarily to advertising revenues from applications utilized through linked TVs. This is followed by Display with a 29% share (+5% on 2022), Search with 27%, Classified and eCommerce advertising with 7%, e-mail and Audio with 1%, and significant growth in TV 2.0 with advertising spending increasing by 28% in 2023, reaching 462 million euros.