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While manufacturers are finding short-term opportunities by shipping more goods to countries other than the US, that strategy may not last for long amid growing worries that cheap Chinese imports could undercut local businesses.

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.

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The merger, which comes amid increased competition between cable companies and wireless providers, would create the biggest players in the US television and internet market. Seeking approval: The companies are looking to receive approval for the deal from the Trump administration鈥攚hich could reveal challenges caused by current US antitrust concerns.

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鈥檚 push to become the go-to for advertisers targeting different content mediums to reach broader audiences.

Netflix鈥檚 ad revenues are growing steadily, projected to surpass $2 billion in US revenues in 2025 and $3 billion by 2027, per our forecast. The growth is supported by the launch of its in-house ad tech stack, and could increase once the company rolls out to new markets.

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

Looking at paid and linear: As free TV experiences growth鈥攁verage daily time spent with FAST for US adults is expected to reach 19 minutes per day, growing 10% YoY, in 2025鈥攑aid streaming services and linear could bear the brunt of the shift. Streaming services continue gaining viewers worldwide, but the cost of streaming is increasing.

While TikTok is a dominant force in short-form video advertising, the platform鈥檚 legal status in the US remains unresolved. It looks more likely that TikTok will stay in the US market, but Meta鈥檚 Reels, Snap鈥檚 Spotlight, and Pinterest鈥檚 AI-powered discovery ads are all positioned to capture potential ad spend shifts if TikTok faces more regulatory challenges.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

Marketers are rediscovering OOH鈥檚 power for brand-building: In a post-click world, visibility and trust matter more than ever.

Google settles in ongoing cases: The tech giant is increasingly facing regulatory scrutiny over its data collection practices that could restructure the ad ecosystem.

Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don鈥檛 see long-term value in brand-building鈥攂ut because the current environment makes it hard to wait for payoffs.

While over half of US marketers use YouTube for influencer marketing, the platform falls behind influencer hubs like Instagram, Facebook, and TikTok. The NewFronts updates are part of a broader effort to convince creators and brands to shift attention to YouTube.

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US alcoholic beverage industry digital ad spending. US alcohol off-premise physical retail sales. US alcohol off-premise retail ecommerce sales.

Nearly $30 billion in ad spend will skip the ad triopoly: Meta, Google, and Amazon will see pullbacks as advertisers explore other options

NBCU will sell Versant鈥檚 US ad inventory during the next two upfront cycles. Zooming out: NBCU鈥檚 evolving content ecosystem is part of the legacy media giant鈥檚 push to offset shrinking traditional TV revenues. Sports deals will allow NBCU to maintain a live viewership advantage and command premium ad rates, combatting declining traditional TV ad revenues.

Marketers are embracing AI for creative work: Most, though, still ignore its power to drive efficiency and automation.

Commerce media is expanding in terms of numbers of players, but ad spend patterns remain the same.

(We forecast US mobile game ad revenues will reach $7.96 billion by the end of this year.) By analyzing in-game behavior, the company offers advertisers precise user segmentation and targeting鈥攕omething that consumers increasingly see as less obtrusive. How does AppLovin compare with competitors like Google and Meta? AppLovin now commands a notable share of mobile ad spending.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.

Some 40% of US adults say they have shared items from an OOH ad to social media after seeing the ad, according to October 2024 data from The Harris Poll. OUTFRONT has dubbed this phenomenon of OOH content going viral organically 鈥渟ocial out-of-home,鈥� noted senior vice president of national sales Marc Miller.