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The decline in main media spend reflects pressure to deliver results immediately鈥攂ut as Dan Gee of Media Futures Market noted, balance is key. Brands that neglect long-term brand building in favor of performance-only tactics may struggle to maintain relevance. Even as overall budgets dip, AI and personalization are emerging as bright spots.

The market will increase by double digits annually through at least 2028 as ecommerce accounts for a growing share of total retail sales. Like traditional search engines, retailers are also experimenting with genAI-powered conversational search. But their proximity to the point of purchase will likely prop up CTRs. Retail media will account for most new search ad dollars.

A nearly $1 trillion loss in a day signals market panic. Apple leads the fall, with ripple effects threatening AI growth, ad revenue, and cloud service pricing.

鈥淲e鈥檝e designed this to be a win for retailers, advertisers, and shoppers, and we look forward to seeing how it improves outcomes, drives sales and enhances the shopping experience,鈥� said Paula Despins, vice president of Amazon Ads Measurement, in a press release. Retail Ad Service will certainly impact each of these stakeholders. Here's how it will affect them. Retailers have a choice.

Privacy concerns are growing, with Fuzzy Panda claiming AppLovin is misusing Meta鈥檚 ad data to boost its ecommerce advertising鈥攕omething the company expects to be a major 2025 growth driver, which could trigger regulatory scrutiny from the FTC and California privacy regulators. Our take: AppLovin is under pressure, but investors and advertisers should wait for more information.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

But they also indicate that advertisers investing heavily in SVOD and ad-supported video-on-demand platforms like Netflix and Hulu might need to rethink their ad spend. Our take: The shift represents the need to restructure how advertisers reach their target audiences.

Gen Z will let bots do their shopping. AI shopping agents will gain traction among younger demographics through initial deployment in ecommerce platforms, digital assistants, and browser extensions. AI agents will exacerbate genAI鈥檚 risks.

Our take: Advertisers can deploy ad dollars more effectively on Snapchat, avoiding wasted impressions that can occur on platforms with broader, but less targeted and engaged, audiences. Snapchat provides a smaller audience with common interests鈥攑articularly related to the film and TV they consume鈥攖hat can deliver stronger engagement and provide more opportunities for precise, effective advertising.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

One in 40 US ad spending dollars went to OOH in 2023, but that ratio will be 1 in 50 ad dollars in 2028, mainly due to the very rapid increase in ad spending going to connected TV (CTV) and other digital formats. Advertising for local services and entertainment accounts for almost one-third of all OOH spend.

OOH surges past $9B in ad spend: Programmatic DOOH and social amplification make OOH a performance-driven tool for modern advertisers.

US ad spending faces a slowdown: Economic uncertainty, tariffs, and inflation are prompting advertisers to cut budgets, with 2025 ad growth forecasts declining.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

Although still a small share of ad spend, in-store retail media is expanding rapidly. Retailers like CVS and 7-Eleven are using digital screens and audio ads to engage shoppers closer to the point of purchase.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

From 2024 to 2026, FMN ad spend will grow at a breakneck 106.3% compound annual growth rate, per our forecast. While that will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US FMN ad spending. Ad revenues are looking increasingly attractive for FIs:.

Both companies have been major drivers of influencer marketing and social ad spending growth, and a pullback could throw the current trajectory off course. China-based advertisers accounted for 11% of Meta鈥檚 ad revenues, per the company鈥檚 recent earnings reports. Bank of America also estimates that Temu and Shein alone contribute as much as 2% to 4% of ad spend on Meta and Google.

Some 61% of EV owners are more likely to shop at retailers with charging stations, according to Numerator. But charging stations aren鈥檛 just a draw to bring consumers to the retailers that offer them鈥攖hey also provide out-of-home (OOH) ad space for RMNs.

Instacart projects healthy order growth thanks to Uber partnership, affordability initiatives: But profitability is under pressure as ad growth slows and basket sizes shrink.

Why it鈥檚 worth watching: The ad tech landscape is dominated by Google, Meta, and Amazon, which are on track to control over half of global ad spend by 2028, per Campaign. With AT&T and Verizon exiting ad tech, T-Mobile鈥檚 investment spree signals a gamble on mobile-driven, first-party-data advertising.

On today鈥檚 podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.