蘑菇AV

Our view: Uncertainty around TikTok and Meta are spurring further diversification in the ad market. While Meta and Google will remain the largest ad platforms鈥攁s well as the biggest financial beneficiaries of a TikTok ban鈥�advertisers are looking for alternative places to spend their dollars. This was originally featured in the 蘑菇AV Daily newsletter.

奥补濒尘补谤迟鈥檚 ad business fuels operating income growth: Retail media revenues jumped 29% driven by marketplace expansion.

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok鈥檚 future, these medium-term predictions, shared by our analysts on a recent two-part episode of 蘑菇AV鈥檚 鈥淏ehind the Numbers鈥� podcast, spotlight the challenges and opportunities that may lie ahead.

Nearly two-thirds (65%) of US adults feel at least somewhat uncomfortable about AI-generated ads, according to September 2024 data from 蘑菇AV and CivicScience.

Programmatic ad buying is undergoing a sea change: Microsoft鈥檚 DSP closure signals a smaller role for Big Tech in managing third-party ad inventory鈥攕o who will take its place?

Impressive Q2 results for Alphabet: Google's search and YouTube ad revenues fuel substantial growth, highlighting the company's strategic focus on high-growth areas.

Retail media networks will challenge Google and Meta, and offer retailers serious margins.

Adalytics revealed deep-rooted advertiser concerns: An industry activist headed by an unlikely leader shook up the most dominant channels for digital ads.

While the fine is overturned, the EU鈥檚 scrutiny of Google鈥檚 practices remains, with further legal battles ahead that could reshape its ad business.

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

As legal disputes over AI copyright begin to gain some clarity, advertiser adoption of generative AI is likely to increase. Use of AI is already commonplace in advertising, but AI creative features offered by major ad platforms like Google and Meta could give advertisers pause due to uncertainties around their training material.

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

Why: Using its retail media data, Instacart is helping its advertising clients expand their reach and achieve more precise targeting on Google ads, Feger said. 鈥淚t鈥檚 a really smart retail media play.鈥�. What鈥檚 interesting:. Instacart is also testing ads on its AI-powered smart shopping cart, which will promote products, brands, and deals based on the real-time contents of the cart.

鈥淲e鈥檙e shifting into a lot of new paradigms in advertising, which is the underlying theme of all of the 2024 trends,鈥� our analyst Paul Verna said on our 鈥淎dvertising Trends to Watch for 2024鈥� webinar.

The bills defend actors鈥� rights and require clear labeling of AI-altered election ads as deepfakes become a growing concern.