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Go further: Read our Commerce Media Ad Spending Forecast Report 2025.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here鈥檚 how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

Australia鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

All right, we're talking retail media. Retail media ad spending will reach $60 billion this year in the US according to our estimates. Amazon's most of that. It might shock nobody. 76% to be specific of that money is Amazon, so they're kind of in charge of steering the ship, so to speak, on retail media.

The news: As the 2025 economy tightens under the pressure of tariffs, AI disruption, and shifting global trade policy, brands are embracing adaptability. Retail growth forecasts have been slashed, inflation-wary consumers are scaling back, and even luxury sentiment is weakening. Our take: Resilient brands are leaning into agile planning, reallocating media spend to ROI-focused channels like search and digital out-of-home, and anchoring value in trust and quality鈥攏ot just price. As emotional volatility shapes consumer decisions, marketers who show relevance and reassurance will lead. The brands that win won鈥檛 wait for stability鈥攖hey鈥檒l build strategies that succeed amid constant change.

By 2027, nearly 15% of nonretail commerce media ad spending will be driven by FMNs. FMNs face structural barriers to replicating retail media success. FMNs will struggle to replicate the core advantages that fueled retail media networks鈥� (RMNs鈥�) rapid rise. Several features of the RMN model are uniquely tied to the retail context:.

Google is enhancing its retail ad offerings with loyalty-driven personalization tools aimed at retention. New features include personalized pricing and shipping perks for loyalty members, a 鈥渓oyalty mode鈥� in Google Ads鈥� retention goal to optimize for high-lifetime-value customers, and personalized annotations in Performance Max campaigns. Sephora, an early adopter, reported a 20% lift in click-through rates from loyalty-focused annotations. The launch comes as loyalty ranks high on shoppers鈥� holiday priorities and as CMOs lean on loyalty programs to bolster first-party data. With Amazon pulling away from Google, the updates position Ads as a retention engine in the retail fight.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Netflix claimed that it 鈥渕ore than doubled鈥� Upfront commitments, with YoY growth across key categories including entertainment and tech, retail, and CPG. Netflix also stated that it has finalized deals with all major independent agencies and holding companies. What鈥檚 driving growth: Live programming, an attractive upcoming content slate, and increased interest in Netflix Ads Suite.

By moving in-house, Georgia-Pacific aimed to cut supply chain fees, improve effectiveness, and strengthen integration with brand, creative, and retail media teams. But the decision was not just about saving money鈥攊t was about control. 鈥淲e thought we would have a lot more control and a lot more agility in how we set up campaigns, how we measure them, and how we make optimizations,鈥� Shah explained.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This report analyzes how digital adoption and evolving consumer habits are reshaping South Korea鈥檚 retail, media, and payments landscape.

The news: Amazon reported strong Q2 results for its advertising business, with advertising revenues reaching $15.6 billion鈥攗p a significant 23% YoY. Net sales increased 13% YoY to $167.7 billion, well above Q2 guidance that warned of 鈥渢ariffs and trade policies鈥� and 鈥渞ecessionary fears.鈥� Our take: Moving forward, Amazon will need to innovate what it鈥檚 already offering by pioneering a retail media strategy that extends Amazon鈥檚 data and ad tech beyond its own storefront, AI-driven tools that simplify creative production and optimization at scale while prioritizing privacy, and more immersive and shoppable ad formats in its streaming offering.

Some 35% of US retail advertiser spending on Meta in Q2 2025 went to Advantage+ shopping campaigns, up from just 19% two years ago, per a July Tinuiti report.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.