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The tool could shift users away from Google and Bing, embedding AI search across Meta’s ecosystem and unlocking fresh ad revenue streams.

Google’s accelerated AI investments keep it ahead in tech, even as rivals and regulators close in.

Ad spending projects to hold strong in healthcare and pharma: Here’s why health and pharma marketers are prioritizing some media channels over others.

Although search ads are largely automated, they aren’t captured in our programmatic ad spending forecast. CTV splits its vote between walled gardens and the open web. Streaming platforms are notorious for keeping consumer data close to their chests.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

I don't know if we can determine when the first outdoor poster or slate or whatever was created. 1922 is the first radio ad. 1941, first TV ad for Bulova watches. 1978 was the first email ad, which surprised me a bit because email as we know it didn't really exist until the mid '90s, but this is in old chat forums and it was the first spam ad. 1994 was the first online ad, and 1996 was the first search

Contextual targeting gives Reddit an edge: The platform is expanding a feature that let advertisers buy space in highly specific comment sections.

The growth in retail media ad spending in these three countries will outpace all other formats for years to come. It’s thus gaining an important place at the ad budgeting table.

CPG ad buyers are hugely important for both display and search advertising—but not equally so. CPG companies will spend a robust $16.18 billion on search ads this year, but 56.5% of their digital ad outlays will still go to display. Among devices, CPG favors mobile more than most other industries do, with 69.1% of spending going to smartphone and tablet ads.

Starting in 2024, retail media will be the fastest-growing ad channel we track, and it is still made up predominantly of search ads. As this happens, smaller walled gardens will partner with their behemoth counterparts to prop up their ad businesses.

New search ads drive growth. Google’s growth is below average, but Apple and Amazon will grow quickly as they have an inside track for app and product search, respectively. Mobile games remain underutilized. Mobile game advertising will account for only 3.9% of mobile ad spending in 2024, far less than the 10.9% of mobile time spent on gaming.

The billions of dollars this industry puts behind search ads make up a sizable portion of all US search ad spending. In 2021, healthcare and pharma accounted for 10.4% of all search spending, but its share will decrease to 9.4% in 2025 as other industries raise their search ad commitments. What do marketers need to know? Social media platforms are moving into social search.

And that list doesn’t even extend to Google-branded products like Gmail, Chrome, Search, Ads, Google Play, and Maps. Google Search and Ad products are so intertwined that it would be next to impossible to separate the two. The DOJ is reportedly considering divestment of other Google products, like Android or Chrome.

US retail media search ad revenues will grow nearly four times faster than nonretail media search advertising, according to our forecast. And Amazon, which will get 80.7% of US retail media search dollars this year, will reap the lion’s share of these gains. What does it mean for marketers?

Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals);

Amazon will account for 21.6% of search revenues this year thanks to its dominant position in product search. But TikTok, Snapchat, and Meta all have chatbot-powered search features, and OpenAI continues to refine ChatGPT with new features. Fragmentation will lead to a wider search ad net. Fewer list-based answers will trigger new search formats.