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Internet Advertising Momentum Could Propel This ETF

BY | ETF Database
10/14/2026 | 35 VIEWS
With the help of the World Cup and 2026 being a midterm election year, internet advertising trends appear sturdy. That’s the case even when excluding those one-off catalysts. That could be good news for select internet equities and the ALPS O’Shares Global Internet Giants ETF (OGIG B).In a report out last week, Deutsche Bank analyst Benjamin Black noted he and his team recently conducted a channel check call with an unnamed major global full-service advertising agency. The analyst said one of the big takeaways from the conversation is there are some pockets of softness in the online advertising market, but broader trends are solid. “Digital advertising continues to outperform, with spend increasing HSD y/y in 3Q26 accelerating ~100bps versus 2Q, though he expects growth to decelerate ~100bps in 4Q,” observed Black. “Political advertising is a smaller contributor to digital than to the overall {market. But] spending is increasingly shifting toward CTV and YouTube. The broader secular takeaway remains favorable for digital, particularly platforms where AI is improving targeting and advertising performance.”Where OGIG Fits InOnline advertising trends are material investors considering OGIG. That’s because, as measured by revenue, the largest recipients of internet ad dollars are Alphabet Inc. (GOOGL) and Meta Platforms (META). Those are OGIG’s largest and third-largest holdings, respectively. They combine for more than 12% of the fund’s portfolio. Black said the commentary on the agency call was “most favorable” around those two companies. Of course, it’s hard to deny the ubiquity of election ads. That’s because 2026 is an even-numbered year. But there is some sense that online advertising will remain strong post-Election Day. “Political advertising contributed ~2.7%-pts of growth in 3Q and is expected to contribute ~3.2%-pts in 4Q, while the World Cup contributed ~1.2%-pts to full-year growth,” added Black. “Excluding political spending, 3Q growth was closer to 7%, while 4Q is expected to slow to ~5%. Our expert remains cautious on underlying consumer demand following relatively weak back-to-school sales and recent e-commerce promotional events, with advertisers looking to preserve flexibility into November and December.” The Deutsche Bank analyst also mentioned Reddit RDDT, another OGIG holding, as a name that “continues to post very strong growth.” For more news, information, and analysis, visit the ETF Building Blocks Content Hub. VettaFi LLC (“VettaFi”) is the index provider for OGIG, for which it receives an index licensing fee. However, OGIG is not issued, sponsored, endorsed, or sold by VettaFi, and VettaFi has no obligation or liability in connection with the issuance, administration, marketing, or trading of OGIG.

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