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Thomson Reuters鈥� victory over Ross Intelligence sets a major legal precedent, challenging AI firms like on their use of copyrighted data for model training

Much of RMNs鈥� early success came from advertisers鈥� interest in buying search ads close to the point of purchase on retailer websites. But FMNs don鈥檛 have owned channels where users spend a lot of time shopping. And the apps and websites financial institutions have are ones consumers tend to navigate with the mindset of managing and saving money, rather than spending.

Microsoft bets big on AI and cloud, but TikTok acquisition could reshape its ad strategy: Investors weigh future growth against spending risks and competition.

Integrating real-time search could double or triple its usage, unlocking opportunities for future search advertising expansion. Expect other genAI startups to rush to productize search either through content partnerships or by launching standalone apps.

Instead of casting a wide net on social platforms and pursuing the creators with the highest follower accounts, marketers are now more focused on resonating with the right audience.

All that said, even if OpenAI and Perplexity were to develop novel search ads, we expect Google to be the dominant player in that category for some time to come. Keep reading: Check out our Tech Briefing鈥檚 coverage of this development.

Google is rolling out new features for its AI-powered Performance Max advertising platform, giving marketers more control over their campaigns and deeper insig

Another 83% say they鈥檙e investing in on-site search ads, demonstrating the continued importance of lower-funnel/performance marketing tactics. Nearly 80% of US RMN ad spend will go toward on-site ads next year, per our forecast. However, off-site鈥檚 share of total ad spend will grow over the next few years. 3. Proving, optimizing ROI is crucial for continued marketer investment.

OpenAI rolls out free search to capture shoppers during a peak ecommerce season, offering price comparisons and product links just when consumers need them most

Advertisers should be setting up campaigns for success with genAI search ads now, both on Microsoft鈥檚 ad platform and on other platforms that have genAI search ad formats, such as Google and Perplexity. GenAI search ads will enable brand advertising in a performance marketing context, Sainsbury-Carter said.

Marketers are already invested in search advertising; 62.2% of US retail media ad spend will go to search this year, per our March 2024 forecast. That鈥檚 a place marketers should keep investing in as image-based search makes searching in marketplaces even more useful for consumers. 5. CEOs are taking steps to ensure responsible AI use鈥攂ut there鈥檚 room for improvement.

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.

You also saw platforms like TikTok really lean heavily into new search ad formats. And almost every single platform, including Snapchat and Pinterest also struck ad deals with Amazon, kind of bringing retail media and social closer together. So now it feels like we're at this inflection point where you have consumers and the platforms all in on social search.

Search ads on social are still nascent, so marketers must use organic tactics to appear in results. Users are treating social platforms like search engines. They鈥檙e still using Google and other more traditional forms of search. But many users鈥攑articularly Gen Zers鈥攑refer to start their searches on other platforms, including Instagram, TikTok, and YouTube.

Google's Search ad revenues are healthy, we just discussed that. They grew 13.2% year over year in 2024, compared to 7.7% in 2023. So that's positive momentum. Google traffic volume still dwarfs that of its Gen AI first competitors. Similar web data from December shows Google saw 31.8 times more web visits than ChatGPT, which was the next biggest Gen AI search destination.

The shift to AI-powered search could significantly disrupt traditional search advertising. As AI search engines often provide a single authoritative-sounding answer rather than multiple results, the stakes for marketers have become higher. This 鈥渨inner takes all鈥� scenario heightens the pressure to be the top source for queries.

Search ads on Apple鈥檚 App Store have rapidly increased in importance. Apple鈥檚 introduction of ATT in 2021 has contributed to the growth of its search ad revenues. YoY growth in Apple install ad spending slowed to 18.3% in 2023. But that figure was still well above the mean and helped Apple鈥檚 share of the app install market increase to 23.2% last year.

Other ad channels like search are capitalizing on shoppability: Google recently began testing an AI-powered search ad format that targets low-traffic queries that are likely to drive purchases.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer鈥檚 advanced targeting and sizable advertiser network.

While Google faces mounting pressure from Bing鈥檚 ChatGPT integration and other generative AI (genAI) search platforms, degradation of its own search results, including those shown in its AI Overviews, could be exacerbating migration away from Google.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.鈥�