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In December, IPG bought Intelligence Node for $100 million to deepen ecommerce intelligence. Also in December, Omnicom announced plans to absorb Interpublic Group to create an end-to-end marketing and sales company. In March, Publicis announced a deal to pick up Lotame, citing the urgent need to connect AI, media, and commerce.

Social shoppers regularly buy products on Reddit鈥�16% make purchases via Reddit once a week, while 24% make purchases two to three times monthly. Yes, but: Advertisers haven鈥檛 fully tapped into the platform. Reddit captures only 1% of US social ad revenues, and many brands still consider it an experimental platform where it鈥檚 difficult to understand what works and what doesn鈥檛.

The news: Adobe and Amazon are redefining how marketers produce video ads by launching new generative AI tools aimed at small and mid-sized businesses. Adobe Express for Ads, unveiled today, supports direct publishing to platforms like Google, Meta, and TikTok, while Amazon鈥檚 AI video tool can transform product pages into multiple ad variants. These tools cater to resource-limited advertisers seeking scale and performance. Our take: The video ad market is maturing fast鈥攁nd AI is making it more accessible. As more marketers pilot GenAI tools, early adopters will gain an edge in personalization and efficiency, turning creative experimentation into reliable results.

The news: National TV ad revenues will fall 11.4% this year, hitting $35.3 billion, while streamers are expected to rise 26% to $7.8 billion, per a Madison and Wall projection reported by MediaPost. Our take: Advertisers should continue shifting strategies to align with viewing habits and consumer behaviors鈥攂ut remain cautious about complete CTV adoption, as opaque ad placements and looming economic pressures spell an uncertain future.

And despite TikTok鈥檚 attempt to position itself as separate from parent company ByteDance, recent moves have seen ByteDance tightening its oversight of TikTok Shop鈥攑otentially contributing to reignited fears from US leaders.

TikTok made updates to Symphony Creative Studio鈥攊ts AI-powered video ad generation tool鈥攁nd commerce-focused AI ad tools for TikTok Shop sellers. Symphony is integrating with Smart+, its AI marketing campaign creator, allowing companies to launch ads directly from the creative studio.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube鈥檚 move positions it as a central hub for scalable, data-informed influencer marketing.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube鈥檚 move positions it as a central hub for scalable, data-informed influencer marketing.

Senate leader questions pharma advertising oversight amid growing calls for more regulation: The threats of new legislation and regulations indicate the seriousness of both the Trump administration and Congress to move against pharma ads.

The news: DoorDash鈥檚 acquisition spree continued with its $175 million purchase of ad tech firm Symbiosis. The deal will expand the company鈥檚 offsite capabilities, enabling advertisers to run campaigns across search, social and display channels that are integrated with DoorDash鈥檚 closed-loop measurement system. Our take: DoorDash鈥檚 Symbiosis acquisition and ad updates should help the company attract bigger brands and retailers to its ad platform鈥攅specially as demand for its core delivery services remains healthy.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

Protogiannis called it the most exciting development yet, noting that it helps link real audience behavior to media spend. In an industry increasingly focused on accountability, Nexxen and LG Ad Solutions are showing how advanced tools and human analysis can work together to deliver deeper insights and more confident decision-making.

This adds a level of ROAS [return on ad spend] precision they can't achieve in other channels.". Here are three reasons marketers should embrace the affiliate space:. 1. Affiliate marketing delivers full-funnel impact. While affiliate is a performance channel, its value isn't limited to the bottom of the funnel.

Much of this ad spend comes from Chinese ecommerce brands marketing directly to US consumers, especially in categories like apparel, home goods, and electronics. Higher import costs may reduce these brands' US ambitions鈥攁nd their reliance on Meta鈥檚 performance-driven ad tools. Our take: Legal risks and shifting economics could weaken Meta鈥檚 influence.

Amazon鈥檚 share of ecommerce channel ad spending will decline by about a point this year and next year, then slide a bit further in 2025, to 75.1%. Competitors鈥� off-site growth will drive this shift.

Click here to view our full forecast for US livestreaming retail ecommerce buyers. Livestreaming ecommerce isn鈥檛 as big in the US as it is in China, but it has proven to be tenable. Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

Programmatic plays a small but growing role in digital audio services ad spending. Major digital audio platforms are leaning in.

Retailers that provide access to specific consumers with distinct shopping behaviors may see their competitive edge eroded. And advertisers that don鈥檛 take context into account may invest unwisely. Some retailers will adopt a 鈥測es ... and鈥� approach to measurement by providing two versions of some KPIs.

The diversification trend is evident when looking at both China鈥檚 export data and the actions of some of its largest ecommerce companies. April exports to the US sank 21% YoY in April as the prospect of 145% tariffs forced companies to put orders on hold.

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.