蘑菇AV

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, according to a December 2024 IAB survey.

On today's podcast episode, we discuss what was behind Google performing so well in Q2, why YouTube is doing so well, and ranking the impact of AI at the search giant. Tune in to the discussion with host Marcus Johnson and analyst Evelyn Mitchell-Wolf.

TikTok was expected to take the global ad industry by storm, and it has鈥攂ut the gap between ByteDance and the legacy leaders remains enormous. Amazon鈥檚 retail media boom has unexpectedly split the spotlight, and neither will catch Google or Meta any time soon. The combined share of Google and Meta鈥攖he old duopoly鈥攊s inexorably shrinking.

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥攜et.

That also made OOH more accessible, offering a richer ad experience for consumers and trackability for advertisers. We predict US OOH ad spend will increase 6.0% this year to reach $9.77 billion. 3. When Google Ad IDs (GAIDs) are no longer in play, advertisers will spend more on iOS. Google said it would deprecate GAIDs on Android devices by the end of 2024.

Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.

As the AI search engine raises more capital, its reliance on data scraping casts a shadow over its ambitious plans for ad-driven revenue.

This article was contributed by Google.

Google will finally phase out third-party cookies in 2024. The company twice delayed its cookie deprecation timeline but expects to disable them gradually beginning in Q1 2024. Third-party cookies have long been a cornerstone of digital advertising in Latin America, and their looming demise means that retail media鈥攁nd retailers鈥� first-party data鈥攚ill be more important than ever to advertisers.

Microsoft versus Google: Which AI-powered approach to search is best? The fate of the $150 billion search ad market could be soon transformed.

70.5% of US traditional search ad spend will go to Google in 2026, according to our March 2024 forecast.

Meanwhile, TikTok, ad-supported video-on-demand (AVOD), and a larger share of adult Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year. 蘑菇AV 1 in 6 US adults are Gen Zers. With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up.

On today's episode, we discuss what Google's Q2 ad growth is telling us, what to make of YouTube's recent performance, and how Google will fair in the second half of the year. "In Other News," we talk about Google rolling out the first step of third-party cookie replacement and what Microsoft is betting on for the future. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

Though the journey wasn鈥檛 easy鈥攊n the beginning, Tuckernuck had no money for inventory and had to convince brands to provide products on consignment鈥攖he brand grew organically, and then via paid ads across the web. 鈥淲e started testing on Meta and Google, and we found that we were able to take risks, test, and iterate,鈥� said Tuckernuck co-founder September Rinnier Votta.

On today's episode, we discuss how concerning Google's drop in search ad revenues is, the likelihood of Google getting broken up by the US Department of Justice, and the main reason YouTube is struggling. "In Other News," we talk about which cookie alternatives are emerging as favorites and the significance of Microsoft adding ChatGPT's AI technology to its search engine, Bing. Tune in to the discussion with our analyst Evelyn Mitchell.

On today's podcast episode, we discuss the ongoing antitrust trial between Google and the Department of Justice, why Google should be looking over its shoulder at Amazon, and what to make of YouTube's most recent performance. "In Other News," we talk about why Google Maps is becoming more like Search and the most important thing going on in affiliate marketing. Tune in to the discussion with our analyst Max Willens.

The New York Times insists Perplexity halt its use of NYT content, underscoring the brewing tension between media rights and AI-driven data access.