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CTV and digital audio were at the bottom of the list, but that doesn鈥檛 prevent these areas from losing budget should this upheaval continue. The impact of tariffs on advertising could become systemic. Research firm MoffettNathanson originally forecast that US ad spend would grow 5.8% in 2025.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Spotify's US listener growth is projected at 1.9% annually through 2028, with digital audio鈥檚 share of total media ad spend dropping from 4.5% in 2024 to 3.5% by 2028. Terrestrial radio, though declining, still outperforms digital audio in ad revenue per user, creating growth headwinds for Spotify.

And so now instead of talking about replicating the in-store experience online, we're talking about replicating the online experience in a mall. But I could see the draw there. Emmy Liederman (12:52):. Definitely. To add to that, I think the buying something online and picking it up in store is a combination of an e-commerce and an in-person activation.

This week, new advertisers enter the podcast space, consumers discourage brand desperation, and brands take notes from Netflix.

"Nobody knows what's going to happen and when," said our analyst Rachel Wolff on a recent 鈥淏ehind the Numbers鈥� podcast, about the potential impact of tariffs. "Everybody's just waiting until the last possible minute to figure out, will these actually go into effect?" Retailers are bracing for disruptions as President Donald Trump鈥檚 on-again, off-again tariffs on imports from Mexico, Canada, China, and the EU loom.

On today鈥檚 podcast episode, we discuss what a tariff even is, what might happen when they鈥檙e implemented, and how best to prepare for them. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analysts Paul Briggs and Matteo Ceurvels, and Analyst Rachel Wolff.

Well, so you mentioned Walmart and yeah, obviously a big competitor of Amazon's in the online space, because I think they're about 9% of all online sales in the US now is Walmart compared to Amazon's over 40%, but I mean, not the closest competitors there, but still rivals.

On today鈥檚 podcast episode, we discuss how GenAI is changing the customer shopping journey the most, the impact of AI agents, and how to maintain brand messaging in a more conversational universe. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, our Analyst Jacob Bourne, Vice President Suzy Davidkhanian, and Global Digital Commerce Senior Director, Strategy & Execution, Todd Hassenfelt. Listen everywhere and watch on YouTube and Spotify.

Walmart bought a mall, Coca-Cola launched a soda, and Nike partnered with SKIMS in February, marking some of the month鈥檚 most interesting retail moves. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

And all of these other user oriented AI features that are launching at other digital ad companies like Google with AI overviews, we don't really have a sense of how much revenue those features are adding to what the company is already making. Marcus Johnson:. Luckily net income is doing good things for them.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of February. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Analyst Arielle Feger and Senior Analyst Sara Lebow will defend their list against Vice President Suzy Davidkhanian and Senior Analyst Blake Droesch, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

But the problem or it's not a problem, it's a good thing and a bad thing, but AI is advancing so rapidly, and not only is it advancing rapidly, but it's causing this evolution in the entire digital landscape.