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While TikTok is a dominant force in short-form video advertising, the platform’s legal status in the US remains unresolved. It looks more likely that TikTok will stay in the US market, but Meta’s Reels, Snap’s Spotlight, and Pinterest’s AI-powered discovery ads are all positioned to capture potential ad spend shifts if TikTok faces more regulatory challenges.

The case puts $37.67 billion in US Instagram ad revenues (per our March forecast) on the line this year alone. Splitting Instagram from Meta would shake up media planning and threaten Meta’s ability to offer cross-platform advertising.

Brazil’s digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil’s digital advertising landscape in 2025.​

(We forecast US mobile game ad revenues will reach $7.96 billion by the end of this year.) By analyzing in-game behavior, the company offers advertisers precise user segmentation and targeting—something that consumers increasingly see as less obtrusive. How does AppLovin compare with competitors like Google and Meta? AppLovin now commands a notable share of mobile ad spending.

Snap’s bid for ad dollars: Snap introduced AI Smart Bidding (enabling cost-per-action goals) and Smart Budget (allowing for automatic spending allocations for top-performing ads).

As consumer spending slows, ad spending will shrink in kind. Fifty-four percent of global marketers are likely to reduce ad spend in 2025, per Nielsen, and 60% of advertisers who are cutting back plan to reduce spending by 6% to 10%, according to IAB. Tighter budgets may push advertisers to scale back on high-impact channels like CTV, where CPMs often exceed those of lower-cost alternatives.

LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

Budget planning for ad spending on Amazon should account for potential volatility. Maintaining flexibility to adjust spending as market conditions evolve will be critical. Diversifying ad strategies across multiple Amazon ad products could help mitigate risk and maximize performance during fluctuating conditions.

Spotify is scaling video podcast monetization fast: A YouTube-style model and creator tools are fueling the shift.

Threads is expected to have a bigger US user base than X by 2026, growing 17.5% YoY to reach 60.5 million US users, per our forecasts. X’s US userbase will decline 14.4% YoY to 50 million users. The Meta platform may benefit from X’s consistent challenges with advertisers due to brand safety concerns and the platform’s polarizing image, though some have returned in recent months.

Tariffs haven’t hit yet—but could sting later: While new US trade tariffs had no immediate effects, some advertisers in vulnerable sectors have reduced spending, suggesting softness may show up in Q2 results. Zooming out: To say Google is dealing with a lot would be an understatement. Regulatory pressure is building: Alphabet is now grappling with two landmark antitrust cases.

WPP recently lost Coca-Cola’s US and Canada media business to Publicis Groupe, though it retained global media duties. Losing Coca-Cola’s US business still dealt a major blow, exacerbating WPP’s struggling stock price—which declined to a four-year low—and ongoing investor skepticism.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

VideoAmp focuses on outcomes as CTV spend thrives: An exclusive Ä¢¹½AV interview demonstrates how the measurement challenger is elevating big data.

We forecast that 93.5% of US teens will use YouTube at least once monthly in 2025, the highest penetration since we began tracking usage in 2017. Seventy-three percent of US teens use YouTube once per day, above younger competitor TikTok’s 53%, per Pew Research Center.

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.​

Combatting slower ad growth may be a core focus in upcoming quarters to compete against players like Google and Amazon. Given its tech dominance and strong market position, Apple will likely continue to see revenue increases, though potentially at a slower pace—but enhancing its Services sector and ad offerings is key to bolster growth.

While over half of US marketers use YouTube for influencer marketing, the platform falls behind influencer hubs like Instagram, Facebook, and TikTok. The NewFronts updates are part of a broader effort to convince creators and brands to shift attention to YouTube.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.