蘑菇AV

Over half (54%) of US ad-supported TV viewers who paused content did so for between one and five minutes, long enough to serve a targeted ad, according to April data from Magna Global and DIRECTV Advertising.

On today鈥檚 podcast episode, we discuss Reddit鈥檚 most interesting recent development, if Snap鈥檚 emphasis on attention can help it bounce back, and whether Reddit can earn a permanent seat at the table for bigger brand budgets. Join Senior Director of Podcasts and host, Marcus Johnson, Vice President and Principal Analyst, Jasmine Enberg, and Senior Analyst, Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

From Rare Beauty鈥檚 scented billboards and Walmart鈥檚 truck tours to Dick鈥檚 Sporting Goods鈥� in-house production studios, here鈥檚 what the eight most interesting retailers from August have been up to, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

"In the space of what amounts to less than two years, we've seen commerce media evolve from an emerging idea to an industry pillar," said our analyst Sarah Marzano during a recent 蘑菇AV webinar.

The news: President Trump is insisting that pharma companies publicly demonstrate the success of their COVID-19 vaccines. Our take: Trump's demand should not worry vaccine makers like Pfizer and Moderna. In fact, it鈥檚 an opportunity for them to answer the call by sharing evidence-based data on their products (which the FDA has likely already seen) in a public setting that could force the Trump administration to acknowledge the shots鈥� effectiveness.

The news: Meta is struggling to retain talent after its splashy, expensive efforts to poach workers from OpenAI and Google, raising concerns about retention and the stability of its AI strategy. Multiple staff members recruited from OpenAI have returned to their former employer within weeks, per Wired. Some veteran Meta employees have also exited, potentially due to frustrations over the sky-high compensation packages offered to newcomers. Our take: This staff exodus intensifies concerns about Meta鈥檚 retention and organizational stability. Money may not equal loyalty, and the departures highlight both the limits of using compensation alone to win the AI talent race and a need to rethink how company culture, values, and mission factor into recruitment strategy.

The news: Anthropic will now require Claude Free, Pro, and Max users to decide whether their conversations can be used to train its AI. The new rules take effect September 28, and business customers remain exempt, per TechCrunch. Some users on Reddit say the change is making them reconsider Anthropic, citing the five-year data retention requirement as heavy handed. Our take: Anthropic says its new policy is intended to empowering user choice, but skepticism over privacy and consent could push users to opt out or seek other alternatives. As more AI providers prioritize data access over user comfort, transparency and trust will become differentiators in a crowded field. AI鈥檚 appetite for training data is going to continue to push privacy and copyright boundaries. Anthropic鈥檚 ability to manage trust will determine whether the policy change aids or undermines adoption.

The news: Microsoft dropped its first homegrown AI models鈥擬AI-1-Preview and MAI-Voice-1鈥攖o prove it can build top-tier AI in-house, not just lean on OpenAI (where it owns 49%). Our take: Microsoft now has a chance to set its AI apart, capture first-party data at scale, and sharpen its models using real-world feedback. Developing its own AI also prepares Microsoft for a future where OpenAI may shift from partner to rival.

The news: AI is revolutionizing the way social media managers (SMMs) work, but spending on the tools is surprisingly low. 73% of SMMs, content creators, entrepreneurs, and marketers use AI, per Metricool鈥檚 2025 State of AI in Social Media report. Two-thirds create at least half their content with it. Over half (52%) spend nothing on AI tools each month, and only 8% spend over $50 per month. Our take: Failing to monitor AI鈥檚 benefits and limitations could hinder teams鈥� ability to optimize content or justify investment to higher-ups. CMOs should recognize that adoption alone is not a strategy: Tie outputs to performance data, invest in secure tools, and incentivize teams to move beyond surface-level use to capitalize on AI鈥檚 potential.

Peacock is joining Prime Video鈥檚 ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast鈥檚 streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime鈥檚 ecosystem. Peacock鈥檚 integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon鈥檚 high-value ecosystem.

Snap debuted a new ad suite for marketers and developers, offering an 鈥淎pp Power Pack鈥� that includes new bid strategies, ad formats, optimization strategies, and targeting capabilities to boost ROI, per MediaPost. Snap鈥檚 ad suite is an important step in the company鈥檚 efforts to cement its strength in advertising and curb slowing growth. We forecast the platform鈥檚 ad revenues will continue falling in the low single digits through 2027. But with competitors already offering similar products, Snapchat needs to go a step further to stand out.

Google鈥檚 AI-powered video creation platform, Vids, has surpassed 1 million monthly active users, fueled by a new free tier and updates that simplify production. Features include motion effects for product photos, AI transcript editing, Google Meet integrations, and expanded social formats. Paid users retain advanced options like multi-style AI avatars. The adoption highlights rising demand for scalable video workflows鈥�46% of professionals already use AI for images or videos, per 蘑菇AV. With ideation and personalization ranking as top genAI use cases, Vids is positioning itself as a daily creative tool, potentially joining Docs and Slides in Google鈥檚 productivity suite.

Instagram is currently testing a picture-in-picture (PiP) viewing option for Reels that will allow users to watch the short-form service outside of the Instagram app. Instagram is reportedly prompting a small number of users to test the option, which includes a toggle for PiP in Instagram鈥檚 playback settings. While it鈥檚 a late move for Instagram, PiP Reels will extend the platform鈥檚 role beyond active scrolling, letting advertisers reach consumers during passive moments, unlocking a critical advantage in a crowded social landscape.

Nearly three-quarters (73.5%) of US adults at least sometimes check prices or inventory online before visiting a store, according to a May survey from Locala and 蘑菇AV.

Google staff are quietly preparing Ad Manager for life as a potential stand-alone company, per The Information. Employees recently met with ad agencies鈥攁n unusual move for a publisher-facing business鈥攁s a federal court considers whether Google must divest its ad tech unit. Ad Manager generates an estimated $5 billion in annual revenues but faces declining demand and complaints from streaming players and publishers about slow innovation. With DOJ regulators pressing for a spinoff and rivals like Magnite and PubMatic gaining ground, Google鈥檚 outreach underscores how seriously it views the threat of breakup and the need for buyer-side relationships.

The summer boom for marketing interns was more of a thud: A report found that the number of ad industry internships has sharply declined since 2022.

The Atlanta Journal-Constitution will publish its final print edition on December 31, 2025, before becoming a digital-only outlet on January 1, 2026. Publisher Andrew Morse said the move will allow resources to flow into newsletters, podcasts, video, and a new mobile app. The 157-year-old paper has already posted double-digit digital subscription growth and expanded statewide reach. The shift mirrors broader industry trends: nearly half of US adults never read print newspapers, while digital ad spend continues to climb. AJC鈥檚 farewell to print underscores the inevitable math: audiences and advertisers are digital, and adaptation is survival.

On today鈥檚 podcast episode, we discuss the biggest discrepancy by device with regards to where we spend our time versus how many ad dollars are aimed there, why social players want to take a page from YouTube鈥檚 CTV playbook, and why sub OTT鈥檚 unusual path to advertising has created major misalignments. Join Senior Director of Podcasts and host, Marcus Johnson, Principal Forecasting Writer, Ethan Cramer-Flood, and Senior Analyst, Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

US beauty shoppers are becoming more price conscious, even as overall spending continues to increase. The lipstick effect may have lost some of its punch, but it continues to support steady beauty sales. We expect US cosmetics and beauty sales to grow a relatively sedate 2.4% this year on strength in the hair and skincare categories.

The trend: Retail layoffs have surged 249% in the first seven months of the year, according to Challenger, Gray & Christmas鈥攁nd more cuts are likely to come as tariffs squeeze margins. Our take: Layoffs at large prominent retailers like Nike, Kroger, and Best Buy are a clear signal of what鈥檚 ahead. Staff cuts at these industry leaders suggest the sector is bracing for weaker consumer demand and persistent margin pressure. If the strongest players are retreating, weaker chains are likely to follow. These moves may prove the canary in the coal mine for a broader retail reset.

The situation: Dollar General, Amazon, and Walmart are on a collision course as each races to speed up rural ecommerce deliveries and win loyalty in a market ripe for growth. Our take: Dollar General, Amazon, and Walmart are pushing hard into rural ecommerce because the growth potential is too big to ignore. The retailers that can pair speed with convenience will be best positioned to lock in lasting loyalty.

If social media is a digital shopping mall, genAI assistants are personal shoppers. As AI gains ground, it could disrupt established social shopping behaviors.

The news: Citi Wealth has launched AI-driven tools for employees aimed at improving client communication, per a press release. Our take: AI platforms will deliver the greatest impact when banks shift them from passive information repositories to active drivers of business growth. This will require integrating the tools with other systems. For example, an AI assistant could automatically draft personalized client emails in response to a market event identified by Advisor Insights. A human advisor could then review and send the emails. This level of integration would increase the speed of personalized outreach, giving banks a competitive edge in maintaining and growing client relationships.