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This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Amazon introduced greater brand safety controls on its DSP in February after Amazon, Google, and Meta were criticized by Congress for placing ads on sites with child sexual abuse content. 41% of US marketers are decreasing ad spend with media companies because of concerns over brand safety and suitability controls for ads鈥攁nd more may follow suit without greater control over where ads run across platforms

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: Pinterest will host high-performing influencer content posted on affiliate shopping platform LTK, automatically bringing popular images from the platform to Pinterest, according to The Verge. Pinterest also hired Chip Jessopp, former Amazon director of global accounts and ad tech sales, as head of programmatic, per Digiday. Jessopp will help Pinterest create new demand channels while scaling its programmatic abilities. Our take: Pinterest鈥檚 moves could better position it as a legitimate competitor in digital advertising and a promising growth area for influencers and marketers鈥攇iving the platform more legs against social commerce giants like Meta and TikTok.

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

PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. AIOs are eating into traditional search ad real estate. Last May, AIOs took up to 600 pixels of screen space on search results pages, per BrightEdge data.

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

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

On today鈥檚 podcast episode, we discuss our 鈥榲ery specific, but highly unlikely鈥� predictions for 2025. What would happen to the social media world if OpenAI bought Snap, what if Starbucks launched a Stablecoin, and why some companies might still want to buy linear networks. Join Senior Director of Podcasts and host Marcus Johnson, Vice Presidents of Content Suzy Davidkhanian and Paul Verna, and Principal Analyst Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.

The news: Reddit rolled out two AI-driven ad tools鈥擱eddit Insights and Conversation Summary Add-ons鈥攖o tap into its massive archive of user conversations to help brands reach more audiences effectively, per Reuters. Reddit is using generative AI (genAI) to distill user sentiment and track subreddit trends for sharper ad targeting. Our take: Where Meta and Google rely on targeting individual users, Reddit is spotlighting group dynamics and a shift toward community-led marketing. If these tools succeed, they could offer a new avenue for how brands approach discovery, feedback, and brand perception.

The news: The Trade Desk CRO Jed Dederick likened Amazon鈥檚 advertising approach to Google鈥檚, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta鈥檚, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.

In response to viewership spikes, podcast ad spending is increasing. US spending is projected to reach $2.51 billion this year, growing 11% YoY, per our forecast. By 2028, spending will exceed $3 billion. Creator-audience relationships are important to listeners.

Why it鈥檚 happening: Platforms face slowing ad growth, rising tech infrastructure costs, and supporting gigantic agency-facing teams鈥攁s Meta and others do鈥攊s expensive. If platforms鈥� genAI tools can replace agency support functions鈥攍ike campaign setup, asset creation, or reporting鈥攊t could justify reducing headcount in those areas, turning what were once essential roles into potential cost savings.

The news: Cloudflare, which serves 20% of the web and 35% of the Fortune 500, launched beta tests of Pay per Crawl, a private marketplace that lets websites charge AI companies for scraping content. It鈥檚 a strategy other content delivery networks (CDNs) will likely follow that could signal the end of AI鈥檚 unchecked scraping. Key takeaway: Though still in beta, Pay per Crawl could give websites a new layer of protection鈥攁nd a path to profit鈥攊f AI companies agree to pay for content they've long used without compensation. If AI wants to keep reading the internet, it may finally have to pay the bill.

The news: Google reduced its sub-$500 million smart TV budget by 10%, laid off a quarter of its 300-person TV staff, and scaled back investments in connected TV (CTV) initiatives like Google TV and Android TV, per The Information. The latest changes prioritize YouTube and cloud, which now drive Alphabet鈥檚 $110 billion annual run rate. Our take: Advertisers should reallocate budgets toward YouTube鈥檚 growing ad ecosystem while exploring emerging CTV platforms like Roku and Amazon Fire TV. Google鈥檚 retreat creates openings for competitors to capture market share in CTV advertising.