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An EU court upholds decision that Google unfairly boosted its shopping services, likely influencing future cases under EU and UK competition laws.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

Accused of undercutting web traffic and ad revenue, the feature faces antitrust scrutiny in an already heated legal climate.

Retailers will continue to compete at the lower end of the funnel through performance-driven advertising, especially via retail media. Traditional search spending is also seeing a boost from retailers. For example, fast-rising ecommerce player Temu reportedly outspent Walmart on Google Shopping ads in Q2 2023.

How can Spotify grow its advertiser appeal? The music platform must tread carefully to attract advertisers while retaining customers.

Consumers are fairly good at ignoring or tuning out ads. But they are very aware when ads target them based on their online activity. However, that knowledge does not automatically result in a more negative perception of the ads themselves.

Apple, which crimped other tech companies鈥� ad businesses with its AppTrackingTransparency (ATT) policy, used billboards to tout iPhone privacy features. Google is dabbling in OOH. Google added DOOH inventory to its marketplace last summer. This move made it easier for advertisers to include OOH in multimedia campaigns that they already ran through Google. Billboards dominate outdoor ad formats.

And Big Tech is also playing the long game: Google partnered with Coinbase to let customers pay with crypto, while Microsoft has invested in Web3 startup Space and Time. Many consumers and merchants remain unbowed. Crypto owners鈥攍ed by millennials and Gen Zers鈥攕till need to convert their assets into currency. And merchants are happy to oblige: In May 2022, Gucci began accepting crypto in the US.

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

Search is positioned to be generative AI鈥檚 first major consumer-facing playground. This is unexplored territory, and advertisers are bracing for big changes.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

While it鈥檚 true that Google and Facebook are both now in low-growth phases, they still tower above their competitors. Google will bring in more ad revenues than CTV and retail media combined this year. And Meta will generate more new ad dollars YoY (up $1.34 billion) than TikTok (up $1.16 billion), despite the massive growth rate gap between the two.

Despite having little presence in China, Google faces an antitrust probe amid a rising trade war, suggesting regulatory pressure could be used as a geopolitical bargaining tool.

With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don鈥檛 rely on cookies and mobile IDs.

YouTube has become a drag on Google earnings. In Q3 and Q4 2022, the video giant posted YoY losses of 1.9% and 7.8%, respectively, in its global ad revenues. Stifled by two weaker-than-expected quarters, YouTube鈥檚 2022 ad revenues were up only 1.4% over 2021. Following these uncharacteristically low growth rates, YouTube CEO Susan Wojcicki announced she would step down.

For Google and Meta, this revenue stream is a small piece of the pie, but for Apple it鈥檚 the whole pie (mobile app install ad spending via the App Store will account for 97.3% of Apple鈥檚 ad revenues in 2023). Apple is so dominant in this one sphere that it is already on the way to becoming a global ad publishing giant.

Payment players might be eager to enable shoppable ads from platform providers like Roku (which partnered with Walmart). Almost two-thirds of drivers will drive connected cars this year, per our forecast, opening the door for payment providers to enable more vehicle-based commerce.