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Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

Why this matters: Ally鈥檚 card program targets consumers with middle to low credit scores. This was becoming a problem for Ally given this consumer segment faced the brunt of financial stress from stubborn inflation and high interest rates. These factors led to concerning charge-off levels. Ally鈥檚 credit card net charge-off rate in Q4 2024 was 10.0%.

Why it matters: With mounting privacy laws and traditional targeting methods like third-party cookies in jeopardy, advertisers need to find privacy-safe ways to target consumers across the digital landscape. 62% of brand marketers worldwide believe first-party data will become more important in the next two years, according to October 2024 data from Econsultancy.

Due to this gray area, some B2C advertising may influence a B2B purchase, even though the target audience wasn鈥檛 B2B. This is because of the brand halo effect鈥攅specially in industries like telecommunications with strong consumer brands.

Target and Walmart weren鈥檛 the only retailers with mixed Black Friday results. Lowe鈥檚 also saw foot traffic rise on Black Friday (up 1.8%), per Placer.ai, but visits to The Home Depot and Tractor Supply Co. were down, by 7.1% and 2.1%, respectively. What it means: Target has faced stiff competition from Walmart this year.

It鈥檚 not the only one: Nestl茅鈥檚 first major US brand launch in nearly three decades targets GLP-1 users and others looking to manage their weight with products like protein-enriched pizzas and protein shots. Our take: Food companies face a variety of headwinds in 2025.

Lilly dished out $45 million upfront to discover small molecule therapies aimed at multiple disease targets, with the potential for up to $1.7 billion to go Isomorphic鈥檚 way if certain performance-based milestones are met. In a similar arrangement, Novartis paid $37.5 million in cash upfront with the potential for Isomorphic to receive another $1.2 billion.

These companies primarily target consumers who lack easy access to a doctor who will prescribe weight loss medications or whose health plans have limited or no coverage of the drugs. Patient sentiment toward D2C healthcare is mixed, particularly when it comes to their buying behavior.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Retail ended 2024 on a high note as mobile shopping drove ecommerce sales and stores staged a comeback. Will the 2025 holiday season be as fruitful?

Amazon and Walmart dominate the landscape, but the other half of US ecommerce sales is still up for grabs.

Retail media鈥檚 rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

We forecast that Temu鈥檚 US ecommerce sales will reach $19.39 billion in 2024, roughly on par with Target. TikTok Shop is reportedly aiming to grow its US sales by tenfold to $17.5 billion in 2024, and Shein鈥檚 global sales grew by 40% in 2023 to more than $32 billion, per The Information.

Demand is melting hardware, throttling performance, and showing just how brittle the infrastructure behind AI鈥檚 biggest platforms really is

The other is deterministic, privacy-compliant data that can be used to target consumers who sit at the top or middle of the purchase funnel. Consequently, most retail media advertisers will continue to spend. A full three-quarters of advertisers said they will increase their retail media ad spending in 2025, per November 2024 Ebiquity data.

Growth rates will decline, but digital grocery will remain a key focus for retailers looking to drive incremental sales dollars in ecommerce.

Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

Under the rule, data collectors must get parental consent both to gather and to sell data from users under 13, limiting the ability of large platforms and data brokers to target young users and monetize their information. What happens next? Lina Khan, the FTC chair appointed by Joe Biden, will be replaced by new President Donald Trump鈥檚 nominee Andrew Ferguson.

Most tools integrate easily with existing A/B testing platforms like Adobe Target, VWO, Optimizely, or Crazy Egg. Marketers can use AI to generate multiple versions of content and test them against specific performance metrics, making it simple to evaluate and adjust campaigns based on real-time data without manual intervention.