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The auto industry is undergoing dramatic changes as advances in tech, consumer preferences, and retail strategies shift the market. The latest data reveals trends in ad spending and how shoppers research and buy cars.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

Five companies (including Meta and Google) will account for 70% of the US digital ad market this year, per our forecast. US digital ad spend will grow a modest 4.5% under our heavy tariff scenario; new entrants fighting for the remaining 30% of the market will have a smaller pool of spending to tap into.

By 2029, commerce media will represent close to a quarter of advertisers鈥� digital media budgets in the US. Key Question: What will drive US commerce media ad spending to鈥攁nd past鈥攖he $100 billion mark? Key Stat: Commerce media ad spending in the US will rise to $118.44 billion in 2029, per our forecast. This report can help you:.

38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

Temu and Shein slashed US ad spending sharply in April ahead of Trump鈥檚 Q2 tariff and de minimis overhaul. Temu鈥檚 ad budget dropped 31% across Meta, YouTube, and X, and its Google Shopping spend fell to zero after April 9. Shein鈥檚 YouTube investments also took a hit. Given Meta鈥檚 deep exposure to Chinese ecommerce (up to 11% of total ad spend by some estimates) the risk to Q2 earnings was real.

In-app ads will drive US mobile ad spending past $200 billion in 2024.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Trump鈥檚 tariffs fuel ad industry pullback: Marketers are cutting budgets and ad growth projections fall sharply as inflation and trade uncertainty rise.