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Google鈥檚 core businesses remain strong in Q1: Browser scrutiny and AI search shifts could test the foundation of its power

Amazon鈥檚 earnings follow a familiar pattern: The retailer expects solid sales growth as investments in convenience resonate with shoppers, but profits will be pressured as tariffs take their toll.

Google is expected to maintain over 72% of all US search ad spending by 2026, increasing from 71.7% in 2025, while Microsoft holds just 7.7%. YouTube鈥檚 strong ad performance suggests brands should continue prioritizing video content, while Google鈥檚 AI-powered search tools could change how marketers approach paid search and SEO strategies.

Temu pulls its Google Shopping ads: The escalating US-China trade war puts the company鈥檚 business model at risk and threatens ad giants like Meta and Google.

How can ad buyers calibrate their ad spending and budget allocations against average for their industry, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

This is the second 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.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Digital鈥檚 share of total media ad spending will hit almost 78% in 2024 and exceed even this high number in some industries. This report looks at some factors that correlate with an industry鈥檚 digital spending.

By buying The Search Monitor, Similarweb adds compliance firepower, but integration hurdles and pricing shifts may test smaller clients

Search dollars move to social. While using social for search isn鈥檛 new鈥擥en Z has preferred researching brands on social media over search engines since 2020, according to GWI Core鈥擡nberg predicts that platforms will account for more of traditional search budgets in 2025.

That gap will persist, with social network ad spending finally overtaking traditional search ad spending in 2026. Total media ad spending is in good shape, thanks to relentless growth from digital. US total media ad spending growth was sluggish in 2023 (4.9%), but a healthy recovery is already underway.

Many advertisers have already optimized their Google search spend. As search behaviors continue to shift away from traditional search engines, retail media and social platforms will likely pick up more lower-funnel spending. With or without a TikTok ban, Snapchat is poised to capture more ad spending in 2025 as new ad formats like Sponsored Snaps and Promoted Places ramp up.

Digital ad spending growth in Canada is being driven in large part by a host of industries. Our rankings show that retail and consumer packaged goods continue to have the most ad spending share.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.