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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.

Amazon鈥檚 share of ecommerce channel ad spending will decline by about a point this year and next year, then slide a bit further in 2025, to 75.1%. Competitors鈥� off-site growth will drive this shift.

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

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 蝉丑辞辫辫别谤蝉鈥� 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.

The news: YouTube鈥檚 lead in connected TV (CTV) advertising faces a real threat as Amazon Prime Video gains momentum. But that standing might be short-lived鈥擜mazon鈥檚 Prime Video is on track to surpass YouTube as the top CTV advertising platform by 2027, per Morgan Stanley as cited by Business Insider. Our take: Marketers should expect CTV ad dollars to shift toward Amazon鈥檚 ecosystem by 2027. Early investment in Amazon鈥檚 premium, shoppable ads can secure top inventory and sharpen targeting as streaming evolves.

The news: Netflix is proving its power as the dominant subscription streaming platform with several recent ad wins. The streamer announced that it鈥檚 sold all of its available commercial time in preparation for its two Christmas day NFL games, also noting sponsorship deals with partners like Google and FanDuel. Our take: With its strong lead in ad revenue growth, position as the most-used subscription video service in the US, consistently low subscriber churn rate, and content strategy tailored to unique markets, Netflix is likely to continue dominating advertiser investment in connected TV.

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.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.

The news: Disney announced that it will merge Disney+ and Hulu in 2026, a move that could save it $3 billion. The news came after a mixed Q3 FY25 that beat expectations thanks to high spending at Disney theme parks and growth in streaming, but saw advertising revenues fall short of analyst estimates. Our take: Disney鈥檚 future success depends on whether merging its core streaming offerings boosts advertiser appeal and a successful sports push that can compete on a similar level as rivals with access to tentpole live events like the Super Bowl.

Nearly 80% actively advertise in podcasts already, and ad spend intention for podcasts has reached 69% among agencies and advertisers. Our take: As audiences shift to digital, podcasts demand advertiser investment. Brands that pay attention to the format and take steps to innovate will succeed long-term. Investing in video podcasts will prove most valuable in the long run.

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.

On today鈥檚 podcast episode, we discuss our 鈥榲ery specific, but highly unlikely鈥� predictions for the future of digital in 2026 and beyond. Why browsers will become the new AI battleground, what does it mean if agentic AI doesn鈥檛 take over shopping, and can GenAI actually lead to more of the jobs it can easily destroy? Join Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings, Jeremy Goldman, Principal Analyst, Sara Marzano, and Vice President of Content, Paul Verna. Listen everywhere and watch on YouTube and Spotify.

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.