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Most ad buyers show strong interest in working with nonretail commerce media networks (e.g., travel) with access to first-party data.

But under both moderate and heavy tariffs scenarios, social ad growth will be slower than total digital and every other digital channel. Meta will be the biggest winner among social platforms in any tariff scenario. While Meta is heavily exposed to a pullback from China-based advertisers, its large and diverse base of advertisers would offset some of those losses.

It thrives in Southeast Asia by capitalizing on short-video and livestreaming-driven commerce, which resonates strongly with the region鈥檚 digital consumers. The platform has also adopted an open and omnichannel retail strategy. This leverages its massive user base to drive sales through its own marketplace, third-party sites, and offline locations.

TikTok Shop, which debuted in the US in September 2023, is a hefty contributor to the nation鈥檚 commerce sales and buyer growth. Our take: TikTok鈥檚 edge in SOV positions it as a crucial channel for conversion and discovery and provides yet another data point proving its value to advertisers and marketers.

Gen Z鈥檚 digital 鈥渢hird spaces鈥� are the future of marketing: Brands need to get involved in these curated, tight-knit spaces and understand the culture to drive success.

Many retailers in Latin America like Mercado Libre, Rappi, and even Walmart function not only as commerce players, but as financial institutions as well. As a result, commerce media in Latin America is charting a different course than it has in the US, one that could result in unique opportunities for companies with access not only to shopper habits, but to financial data as well.

鈥淚f any social app can make live commerce and in-app checkout happen in the US, it鈥檚 probably TikTok,鈥� said our analyst Jasmine Enberg. Where the platform may have more luck is with visual search, which TikTok is testing in non-US markets.

Respondents completed an online diary detailing their TV viewing habits of the past 24 hours.

Recent data suggests that baby boomers, often stereotyped as technologically challenged, are instead simply selective in the digital media they consume.

President-elect Donald Trump's second term promises profound shifts across commerce, technology, and regulation that will reshape how businesses operate and consumers behave. As the president-elect prepares to take office, his policy priorities are already triggering market reactions and pivots from major corporations.