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Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to Ä¢¹½AV’s forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

As sports wagering grows its digital footprint, ad spending by the gambling industry levels off.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

Generative AI is making the MFA problem worse: Some brands report as much as 40% of their ad spend going to MFA sites, per Adweek.