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That鈥檚 Google鈥檚 argument: It dominates the search ad business because its product is just that good. But Mitchell-Wolf is less than convinced. 鈥淭he obvious question is, why would Google pay so much money for default status if consumers would pick its product regardless?鈥�. What are the potential outcomes?

When users want to learn how to decorate a living room, apply a current makeup technique, or find a hotel in a travel destination, social search ads can help them learn something new鈥攁nd learn about a brand. Make organic social content searchable. 

Last year, retail media made up 26.9% of all US search advertising. In 2027, it鈥檒l make up around 38.8%. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Amazon has the resources, organizational culture, and head start in retail media to reap the benefits of search ad relevance. What can other retailers do to close the gap?

Performance Max AI is now available for Google鈥檚 Dynamic Search Ads and Display Ads features. Google Ads introduced its latest API, with more access to its top Search ad spot and more insights for bidding costs. Google opened its new Demand Gen campaigns in beta, which will replace Discovery ads.

A boost in spending: Amazon鈥檚 US ecommerce channel search ad revenues will total $23.95 billion this year, up 16.2% from last year, according to our forecast. And much of that growth is powered by Prime Day. 鈥淎ny time you get sellers concentrating their efforts around an event, they are going to level up what they are doing from what they鈥檝e done in the past,鈥� said Lipsman.

The testimony could help the DOJ strengthen its claim that Google鈥檚 search ad dominance allows it to raise prices with little consequence鈥攐ne of the chief complaints against the company. The ad world reacts: Google has lost some goodwill with advertisers in recent months after a series of scandals involving low quality video ad placements and ad trackers on children鈥檚 content.

A return to profitability in the travel sector has allowed airlines, hotels, cruise lines, etc., to reinvest in advertising and brand messaging around promotions, loyalty programs, and lower-funnel targeted keyword search ads. Travel stands out from other industries in its sustained spending growth.

Google defends against DOJ claims of ad monopoly: The giant emphasizes publisher choice and competitive ad exchanges amid trial scrutiny.

So yes, Google is facing core challenges from all sides, including search, ad tech, and video. But a lot of decline comes from normalization after monster growth. If Google wants to impress again, the company needs to improve its generative AI, stay ahead on video, and keep advertisers happy in a post-cookie world. Listen to the full episode.

At the same time, search advertising is closer tied to performance budgets鈥攎eaning many companies aren鈥檛 lowering their Google spending all that much. 鈥淪nap鈥檚 strong association with AR has made it especially difficult to navigate the headwinds,鈥� said Insider Intelligence principal analyst Jasmine Enberg.

Google currently controls 50% of the US search ad market, and its share will fall below 50% for first time next year according to our forecasts. He says that a forced breakup could accelerate that, but that share is already going down. It's already going in the wrong direction, and we already are looking at a different search ad revenue universe in two years time even without the Google breakup.

Uber is getting video ads in all its apps, running after customers place orders, within search ads, and during rides, as part of Uber鈥檚 moves to grow its retail media network. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Redmond has long trailed Mountain View in search ad revenues: Microsoft鈥檚 share in the US has languished just above 5%, and our latest forecast drops it below that mark in 2024. If their partnership with OpenAI creates an opening to disrupt Google鈥檚 lead, they鈥檒l have a great deal to gain.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Rembrand touts 鈥楢诲奥辞谤诲蝉 for product placement鈥�: Advertisers can incorporate their products into creator videos digitally by using Rembrand鈥檚 Generative Fusion tool, founder Omar Tawakol explained, likening the product to Google鈥檚 groundbreaking native advertising tool. Pro and con: VidCon attendees had mixed feelings about AI: . GenAI is a benefit.

That helps explain why Walmart鈥檚 search ad revenues will increase 30.4% this year鈥攁lmost twice as fast as Target鈥檚 and Amazon鈥檚. Target hopes to take a page from Walmart, while also maintaining the curated feel of its marketplace. Go further: Read our Retail Media Search Forecast and Trends 2024 report.

A return to profitability in the travel sector has allowed airlines, hotels, cruise lines, etc., to reinvest in advertising and brand messaging around promotions, loyalty programs, and lower-funnel targeted keyword search ads. Travel stands out from other industries in its sustained spending growth.

In October, TikTok launched search ads to capitalize on the nearly 3 in 4 US TikTok users who search on the app, per an April 2023 Measure Protocol report. With linear TV ad spend down and CPMs dropping, ad dollars can be put elsewhere, like new inventory on Netflix鈥檚 ad-supported plan.

Despite鈥攐r perhaps because of鈥攊ts status as the second-largest search advertising giant in the world behind Google, Amazon鈥檚 interface has remained unchanged for years.

Marketplaces have seen a drop of over 10 percentage points, which could be attributed to the nature of self-reported data or search ads clogging results and damaging customer experience. TikTok could be playing a factor in the increase of product discovery on social media, especially with the launch of TikTok Shop in the US in late 2023. Use this chart:. Evaluate marketing spend across channels.

By providing tools to generate and enhance creative assets, as well as new offsite retail media capabilities in Search Ads 360 (SA360), Google is empowering retailers and brands to collaborate more effectively and drive sales growth. Key benefits of Google鈥檚 solutions include:. Unparalleled scale.

How it works: These off-site Sponsored Products ads resemble search ads and appear when a viewer is browsing on Amazon. They give product details, including star ratings, pricing, and in-stock status. Clicking on an ad directs users to an Amazon page to add items to their carts. Amazon plans to use machine learning algorithms to place ads with relevant content.

We don鈥檛 include search ads in our definition of programmatic digital display ads. If we did, walled gardens would likely continue winning share of programmatic spend, as noted in our 鈥淧rogrammatic Ad Spending Forecast Q3 2023鈥� report. Use this chart:. Understand walled gardens鈥� role within the programmatic landscape. More like this:.

Microsoft鈥檚 Bing Chat ads鈥攁nd their impact on the search advertising industry. 3 uses for ChatGPT in retail. 4 promising use cases for generative AI in content marketing. Yesterday鈥檚 Chart of the Day: YouTube, you lose. Methodology: Data is from a January 2023 Ipsos report titled "Ipsos Coronavirus Consumer Tracker." 1,119 US adults were surveyed online during January 18-19, 2023.