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In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

A second federal judge says Google is a monopoly: The ruling, targeting Google鈥檚 ad servers and exchange, could rewrite the rules of digital advertising.

In this report, CMOs share how they鈥檙e transforming influencer strategies to deliver business impact鈥攁nd what solution providers can do to help.

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.

In the short-term, SEO professionals shouldn鈥檛 stress about the Google antitrust results. This outcome is a big deal for Google but won鈥檛 change marketers鈥� day-to-day workflows. 鈥淣o court can magically shift a market where Google controls 95% of search,鈥� said Dr. Pete Meyers, principal innovation architect at Moz.e Microsoft and AT&T. There鈥檚 no clean way to split off text ads from core search,鈥� he said.

Earlier this month, a story in The Verge set fire to the SEO world, describing the stereotypes of SEO professionals as 鈥渢hat of a hustler: a content goblin willing to eschew rules, morals, and good taste in exchange for eyeballs and mountains of cash. A nihilist in it for the thrills, a prankster gleeful about getting away with something.鈥�

With OpenAI鈥檚 new GPT Store, an Apple App Store-like interface that opened earlier this month, SEO professionals can share their own custom versions of ChatGPT with premium subscribers. But these collaborative innovations aren鈥檛 without their challenges. Generative AI can鈥檛 do everything, and it can be hard to vet new tools in the store.

Over the weekend, thousands of alleged Google Search API documents were leaked. The highly technical documents purport to cover Google鈥檚 over 14,000 ranking factors, how link value and click behavior are evaluated, and how Google classifies smaller sites. But for the average marketer focused on building a brand, the news may be more exciting than actionable.

As marketing budgets bend under the pressure of economic uncertainty, SEO is increasingly important for its low costs and compounding returns. Some 58% of marketers plan to use AI for content and SEO by the end of this year, compared to 10% who currently do, according to BrightEdge data.

Key stat: 92% of local marketing and SEO professionals worldwide experimented most with ChatGPT in their work in July 2023, according to an August survey by SurveyMonkey.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here鈥檚 what鈥檚 behind retail media鈥檚 search success.

his year, just over a quarter (26.7%) of all search ad dollars will be spent on retailer and retailer-affiliated properties. Over the next few years, retail media will account for more new search ad dollars, and by 2027 it will represent well over a third (37.2%) of the market

Though platforms like Perplexity, Arc Browser, and Bing have advanced generated search results, Google鈥檚 announcement last week that it鈥檚 rolling out 鈥淎I Overviews鈥� to searchers will likely make AI-written search results the norm. But some marketers say the feature is not quite ready for widespread use.

Key stat: 61% of US paid search marketers think future chat-based search advertising will be very or extremely effective, according to NP Digital.

Advertisers will increase their spend on US retail media search ads every year of our forecast period in 2028, when it will see its most growth at 23.4% YoY, according to our March 2024 forecast.

On today's podcast episode, we discuss what Amazon's next big hit is, whether X (formerly Twitter) might become a subscription-only platform, whether SEO is already dead, if most retailers will stop offering free shipping, the shortest commercial flight you can take today, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Ross Benes and Blake Droesch.

Digital ad spending in the payments industry is set to surge as consumers start to get through the financial headwinds of the past few years. We look at where payment providers should focus their ad spend to maximize returns.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.