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Click here to view our full forecast for US retail media ad spending. Retail media’s dependence on on-site advertising has created self-imposed barriers to growth. On-site advertising supply is finite: Owned and operated ad inventory is only as expansive as the breadth of a retailer’s brand mix and assortment.

Although the US lacks a federal privacy law similar to those abroad, 19 states have passed laws restricting data use. Wherever privacy laws have passed, marketers have turned to first-party data. Google may have spared third-party cookies, but in practice, almost 90% of US browsers could become cookieless.

The unscripted advantage: Netflix is well ahead of other streaming platforms, used by 59% of US adults, dominating in total viewership for subscription OTT platforms, and leading in ad revenue growth.

Overall, 31% of consumers worldwide and 1 in 3 US viewers watch anime weekly. Netflix leads as the go-to source for anime worldwide, with 48% of viewers using Netflix for anime programming. Disney+ (32%) and Prime Video (29%) follow. 28% of global consumers who watch anime have spent over $200 on merchandise with anime IP, and 1 in 10 anime viewers have spent over $500.

The news: Amazon’s Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon’s shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale—it’s redefining what CTV access looks like in 2025.

The news: Despite its massive reach, gaming still accounts for less than 5% of worldwide media investment, per Dentsu’s 2025 Gaming Trends report—indicating a disparity between where audiences spend their time and where advertisers invest. Our take: Concerns about brand safety with in-game advertising linger, but brands that are willing to take the risk stand to gain through an approach that considers that simply investing in the format isn’t enough to drive results.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour—up from 2 to 3.5—placing it alongside Hulu and Paramount+ in volume. This aligns with Amazon’s effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video’s role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

US ad revenues for Netflix are projected to reach $2.15 billion in 2025, per our forecast. That’s up nearly 56% from 2024, and will climb to $3.12 billion by 2027. Revenue per ad-supported viewer plunged 60% in 2024 to $34.41 as Netflix expanded its user base—but is expected to rebound to $52.80 by 2027.

This deck provides an overview of the travel sector in ecommerce, including forecasts for sales growth, digital ad spending, and KPIs. It also highlights consumer shopping behaviors, research trends, what’s changed since last year, and the influence of technology on purchase decisions.​

The news: Cloudflare, which serves 20% of the web and 35% of the Fortune 500, launched beta tests of Pay per Crawl, a private marketplace that lets websites charge AI companies for scraping content. It’s a strategy other content delivery networks (CDNs) will likely follow that could signal the end of AI’s unchecked scraping. Key takeaway: Though still in beta, Pay per Crawl could give websites a new layer of protection—and a path to profit—if AI companies agree to pay for content they've long used without compensation. If AI wants to keep reading the internet, it may finally have to pay the bill.

The news: Microsoft Advertising now enforces policy compliance at the asset level—ad headlines, descriptions, and images will be reviewed individually. If one element violates policy, the rest of the ad can stay live, as long as the minimum required approved assets remain, per MarTech. Key takeaway: Marketers should embrace modular creative strategies, ensuring each individual asset is in compliance. Build campaigns with redundancy in approved elements to maintain uptime, and monitor flagged assets to quickly respond and ensure ad integrity.

Though growth rates are slowing, the company's US podcast ad revenues are expected to rise from $204.6 million in 2023 to $426.5 million in 2027. Spotify and YouTube are racing to dominate video podcasting, each rolling out new tools to attract users and advertisers. Netflix is moving into video podcasts to rival YouTube, offering long-form creators more exposure and income potential.

Kennedy thinks pharma ad rules are too lax, and have caused an overreliance on prescription medications in the US. He also believes media companies don’t fairly cover the drug industry since they heavily rely on its ad dollars.

Reddit captures only 1% of US social ad revenues, and many brands still consider it an experimental platform where it’s difficult to understand what works and what doesn’t. Brands also remain concerned with the platform’s limited reach, which makes it difficult to scale paid advertising and deters those looking for broader audience exposure.

Total ad spending will grow to almost $32 billion in 2026. That includes all advertising, both to consumers and to healthcare providers.