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Over the next two years, as it cruises past $42 billion in US ad revenues, Instagram’s US ad revenue growth will outpace social network ad spend growth overall. This growth will boost not only Instagram’s share of social ad spending (from 35.5% to 37.5% between 2024 and 2026) but also its share of digital ad spending overall. By 2026, Instagram will represent 11.1% of all US digital ad spending.

While Reddit’s overall share of ad spend is low compared with other platforms, it excels in user engagement and trust.

And platforms that serve as major channels of ad spending aren’t immune to this issue. Google recently uncovered a large-scale ad fraud scheme that generated millions in ad revenues, validating mitigating ad fraud as one of the top concerns for media investments.

We expect the auto industry’s traditional ad spending (which includes TV) to decline over the next several years. You guessed it: Tariffs are likely to blame for the auto industry’s sharp ad spend pullback. Steep tariffs are driving up domestic manufacturing costs. That’s also raising insurance premiums, increasing pressure on US consumers and driving down auto sales.

Its total share of digital ad spending is growing, accounting for 13.5% of US ad revenues in 2025 and nearly 15% by 2027. Amazon’s overall ad revenues grew 18% YoY in Q1 2025—and the company is building on its Prime Video ad offerings to combat any concerns over tariff-related ad revenue losses. Amazon makes up 75% of retail media ad spending, far outperforming its competitors.

The ads are being rolled out for US desktop and mobile users following a beta in March, with broader international rollout planned. Advertisers already using Performance Max, broad match for search or shopping, or the new AI Max for Search are automatically included. This expansion builds on last year’s debut of AI Overviews, which generates summaries at the top of results pages.

Threads is now included in Meta’s Marketing API: The change positions Threads as not only an X alternative, but as an effective marketing channel.

Overall, US marketers are expected to spend over $10 billion on influencer-sponsored content in 2025, while 86% of marketers are investing in influencer marketing. Our take: Publicis’ move makes it clear that marketers are now treating influencers as a must-have, signaling that influencer marketing has hit the mainstream and is a core component of brand growth.

Most consumers accept ads in streaming: An Attest study highlighted the growing preference for ad-supported options as streaming proves sustainable.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

According to the Interactive Advertising Bureau, 62% of US ad professionals cite the complexity of setup and maintenance as a top barrier to adopting AI—a challenge Meta could directly address. By giving more advertisers hands-on experience through its early release program, Meta has a chance to demystify AI implementation and accelerate comfort with emerging creative technologies.

Why it matters: In just a few short years, ad-supported streaming subscriptions have nearly become the default for US consumers, signalling a willingness to consume advertising and an appetite for cheap access to entertainment.

Reddit excels in user engagement, influencing purchases: Ad spend is low, but the platform holds high-value potential for quality-focused advertisers.

Looking holistically, we forecast FMN ad spend will increase 83.1% in 2025. Our take: Chase Media Solutions has plenty of room to grow after a successful debut year. Having tested the waters, Chase can stand to expand its ad unit’s offerings. With intimate access to customers’ spending behavior, Chase has an inside advantage within the crowded commerce media landscape.

Advertisers seek dismissal of X boycott lawsuit: Regardless of the outcome, X still needs to prove itself as a viable channel for advertisers.

Click here to view our full forecasts for US programmatic direct nonsocial digital display ad spending and US real-time bidding (RTB) nonsocial ad spending. But PMPs have also gained share of programmatic budgets. In 2020, PMPs and the open exchange each accounted for about half of nonsocial RTB ad spending.

—and we forecast $3.72 billion in US ad spending across Disney+ and Hulu properties alone in 2025—it must work with Nielsen, too, as Nielsen is the only currency provider Disney supports. And Nielsen’s Big Data + Panel has received several votes of confidence.

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TikTok’s monetization strength is particularly evident in the US creator economy. It will account for 22.4% of all US creator-sponsored content revenues in 2025, per our forecast—up from just 7.8% in 2021. Even as growth in creator spending cools—falling to 17% in 2025 from 43.9% in 2024—the platform still ranks among the top three destinations for branded content, alongside Instagram and YouTube.

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The chart is US-only, with plans to expand to different regions. YouTube shared key data about its increasing Shorts engagement, with viewership up 20% YoY and 70% of YouTube channels now posting Shorts. Zooming out: The updates are part of YouTube’s push to become the go-to for advertisers targeting different content mediums to reach broader audiences.