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The Trade Desk will join the S&P 500 on July 18, a milestone that highlights the company鈥檚 growing importance in the ad tech space. TTD has recently introduced tools like Deal Desk and AI-powered video placements via Kokai and Rembrand, all while vocally criticizing Amazon鈥檚 bundling practices. Despite a 30% YTD decline in stock price, the company鈥檚 Q1 revenue rose 25%, and retention remained above 95%. With Ventura OS on the horizon and renewed leadership in place, TTD is positioning itself as a transparent, open-web alternative to Big Tech鈥檚 walled gardens鈥攋ust as it prepares to enter a new phase of institutional visibility.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

Worldwide programmatic display ad spending will grow 14.6% in 2025. This report explains our programmatic forecasts for six countries to map global spending trends.

AI-fueled gains kept Google, Meta, and Amazon atop Q2鈥檚 ad market, but slowing engagement, murky ROI, and macro risks leave the triopoly鈥檚 future growth story more complex than the headlines suggest.

A good portion of that remaining spending will be in walled retail media platforms, OTT video, and digital audio platforms. On the other hand, the $18.03 billion that will be spent via mobile RTB this year is largely in nonsocial channels, which are garnering new interest from brands. (RTB comprises ads transacted via private marketplace and open exchange.)

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

That figure represents 80.0% of the total Prime Video audience of 163.0 million in 2024 and will put Prime Video well ahead of Hulu as the largest ad-supported subscription OTT (sub OTT) video service in the US. To view the full forecast, click here. Ads on Prime Video will boost the power of Amazon in retail media CTV advertising.

Last year, marketers' priorities included navigating a rising connected TV (CTV) landscape, using AI to optimize budgets, and questioning whether traditional measurement strategies like last-click attribution could use improvement.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

The news: Two months after its streaming-only release, Netflix鈥檚 鈥淜Pop Demon Hunters鈥� is thriving in a limited box office run鈥攅mphasizing the company鈥檚 evolving strategy as the streaming market becomes increasingly saturated. Our take: Netflix鈥檚 current box office success shows its evolution beyond a streaming platform and toward a broader entertainment brand. The company is placing its bet on diversification to drive sustained growth, hinting at a future that integrates a platform-agnostic approach with successful content distributed to wherever viewers are most likely to engage.

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.

Home Depot is sharpening its pitch to non-endemic advertisers with a new partnership with Yahoo DSP. Non-endemic advertising could be a lucrative opportunity for RMNs鈥攂ut it comes with its own set of challenges. Retailers have to clearly articulate what advantages they offer compared with the rest of the (very crowded) field, while measuring the impact of non-incremental ads is more difficult given the absence of closed-loop attribution. Companies should also follow Home Depot鈥檚 lead in being strategic about the types of non-endemic advertisers they allow onto their platform. While the temptation might be to cast as wide a net as possible, limiting ad buys to brands in complementary categories will maximize effectiveness and minimize the confusion for shoppers.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium鈥檚 dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable鈥檚 share, streaming has become the default destination for mass viewing鈥攅ven as subscription fatigue looms.

A Precise TV study revealed key habits for younger Gen Z consumers ages 13 to 17鈥攅mphasizing that short-form and digital video are leading the way. YouTube Shorts and TikTok ads were major drivers of purchase decisions: 51% of Gen Z boys and 43% of girls made a purchase after watching YouTube Shorts ads, while 44% of boys and 41% of girls purchased after watching a TikTok ad. Gen Z鈥檚 digital buying power will only grow, and targeting younger Gen Z consumers will position brands for long-term growth鈥攑rovided the right strategies are implemented.

The news: Fanatics launched Fanatics Advertising, a division that will oversee the company鈥檚 ad and brand partnership strategy across its commerce, collectibles, gaming, and events businesses. Our take: Fanatics is taking its swing at the fast-growing commerce media space. Commerce media represented 18.0% of US digital ad spending last year, and we expect its share to keep climbing鈥攈itting nearly $1 of every $5 spent on digital ads (19.7%) this year and close to $1 in $4 (24.8%) by 2029, the end of our forecast period. Sitting at the crossroads of sports fandom鈥攎erchandise, collectibles, betting, and live events鈥擣anatics has a brand position few, if any, rivals can match. If it executes well, Fanatics Advertising could be a home run by turning its unmatched access to fans into an equally powerful ad play.

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.

The news: NBCUniversal is exploring a dedicated sports cable network that would feature content鈥攊ncluding NBA games鈥攕hown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.

The news: Small and medium-sized business (SMB) owners are preparing for a recession鈥攁nd marketing is first on the chopping block, per a report from Clarify Capital. 28% of SMB owners say cutting marketing or ad spending is the first action they鈥檒l take in the event of a recession鈥攈igher than any other category. Our take: Preparing for a recession is a necessity for SMBs that will be hit the hardest, but for those that deem reduced marketing budgets as a core strategy, it鈥檚 critical to take an approach that will save costs without sacrificing reach.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what鈥檚 next for search, social, streaming, and retail media.

Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top鈥攅ven as mobile becomes the default for short- and long-form video.