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Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It鈥檚 a pivotal time for paid search, with Google鈥檚 ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

Search and advertising come under fire as the CMA takes a proactive approach to regulation while the US DOJ focuses on punitive remedies.

Ads are already being served in AI Overviews. At its Marketing Live event on May 21, 2024, Google announced that it will start testing search and shopping ads in AI Overviews when the ad is relevant to the query and the content in the Overview. Tests will draw from existing search and Performance Max campaigns, meaning advertisers cannot completely opt out.

TikTok鈥檚 temporarily shut down sparked concerns over political influence. Advertisers and users face mounting uncertainty over the app鈥檚 future.

Apple, Google, Samsung, and Huawei are all launching AI-enabled smartphones with conversational search functionality. As more consumers get accustomed to those capabilities on mobile, desktop behaviors will start to shift. Brands and retailers will reassess their search strategies.

Google and the DOJ go to court for a second time: Another antitrust lawsuit alleges that Google runs a programmatic display ad monopoly.

A year before Google becomes the last Big Tech platform to phase out browser and mobile IDs, the ad industry is bracing for a period of tumultuous change.

Google faces its second antitrust trial, with the US Department of Justice (DOJ) alleging the tech giant has illegally monopolized the ad tech space. The case, which began September 9th, centers around Google's dominance in online advertising technology.

Google adds first-party data protections for advertisers: New products will help ensure user privacy isn鈥檛 infringed upon.

Apple, Google, and Meta pull services, isolating Russians and shrinking revenue opportunities for creators and advertisers.

A class action lawsuit against Google has big implications: Big tech鈥檚 streak of regulatory woes continues, even with change in US leadership.

Retail media is taking Latin America鈥檚 digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

The CMA鈥檚 provisional ruling adds to mounting US and EU investigations that could reshape Google鈥檚 ad business.

Generative AI search engine Perplexity said it will launch ads in Q4, but the platform will need to win over advertisers and convince them their search ad spend will go further than it does on Google.

Social search is growing, fueled by consumer behavior and AI鈥攁nd so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn鈥檛 the same as traditional search. Here鈥檚 what advertisers should know.

Reddit was the fifth highest-visibility domain in Google鈥檚 organic search results in July 2024, up from No. 68 in July 2023, according to Sistrix. And since going public in March 2024, the company has introduced new ad products and search improvements.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

FAST is furiously turning to ads: Google TV is the latest to spy a major opportunity to sell CTV ads at affordable CPMs.