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Google is monetizing AI search interfaces aggressively: But users, advertisers, and publishers remain skeptical of trust, data, and fairness.

Google expands ads into AI Mode: But marketers lack visibility into performance as analytics gaps persist.

Amazon faces renewed antitrust scrutiny in Europe: The retailer is under fire from German regulators concerned that its price controls limit competition.

Key Stat: Traditional search ad spending growth will slow to just 0.9% YoY in 2028, while advertisers will continue to ramp up retail media search investment. Executive Summary. Retail media will fuel growth in search ad spending over the next few years.

Strong Q1 ad results show resilience: But AI, tariffs, and antitrust pressures will reshape how and where marketers spend in 2025.

On today’s podcast episode, we discuss what we expect from consumer spending in Q2, the three scenarios we expect for total media (and digital) ad spending, and how marketers are reacting to everything. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Forecasting Analyst Zach Goldner. Listen everywhere and watch on YouTube and Spotify.

By then, retail media will make up more than 40% of search ad spend, and nearly 20% of display ad spend. In total, the channel will come to represent nearly one-third (28.5%) of all dollars spent on digital advertising, a 10.5-point increase compared with 2024.

Google settles in ongoing cases: The tech giant is increasingly facing regulatory scrutiny over its data collection practices that could restructure the ad ecosystem.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Nearly $30 billion in ad spend will skip the ad triopoly: Meta, Google, and Amazon will see pullbacks as advertisers explore other options

Retail media will account for more than one-quarter of search ad spending in 2024. Retail media search continues to grow healthily and will remain the channel’s bedrock. Retail media search ad spending will account for 62.2% of retail media ad spending in 2024.

Marketers are cutting branding spend in favor of performance media: Search and retail win as caution dominates strategy.

Google will attract the majority of traditional search ad spending in the near future. Google’s search ad business will be more than 10 times bigger than Microsoft’s in 2024, per our forecast. The search giant will bring in $62.87 billion in search ad spending this year, or $1 in every $2 US marketers spend on search ads, by our estimates.

More than just a cloud leader: Microsoft ad revenues surged 21%, gaming stabilized, and LinkedIn grew, too.

We forecast that Google’s worldwide search ad revenues will total $175.11 billion this year, accounting for 55.3% of total search ad spending. Microsoft, by comparison, will have worldwide search ad revenues of $9.21 billion, or just under 3% of total search ad spend. That gap emphasizes just how big of a lead Google has over competitors after several decades of being synonymous with internet search.

YouTube tests new AI features: The updates, including video carousels in search results and AI video summaries, promise innovation but require adaptation.