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Miss Ostwal reminds us that last year saw waves of backlash over AI generated ads as well as frustration at companies like Google and Apple over hard selling the technology and their tone deaf messaging, unintended bias and a growing influence of AI in creative fields, spurring fears of lost human jobs.

Apple has already been pushed to enable third-party billing systems in the EU鈥檚 App Store and to permit alternative app stores. What鈥檚 next? Google said it plans to appeal the ruling, and that the judge鈥檚 proposed changes would undercut its ability to compete with Apple.

Antitrust is likely to continue: Various antitrust cases are ongoing for Big Tech, including lawsuits involving Apple, Google, Meta, and Amazon. Since these have already been filed, there鈥檚 little chance they can be influenced on a presidential level.

Three companies鈥擪uaishou, Baidu, and Apple鈥攚ill join the ranks of the $10 billion ad revenue club this year. Ad spending growth will accelerate across the board in 2024. Digital media, traditional media, and total media ad spending will all grow faster worldwide this year than in 2023.

In a bid for influence, tech leaders risk backlash as they align with Trump, aiming to steer antitrust cases and secure growth opportunities

The EC identified Alphabet, Amazon, Apple, ByteDance, Meta, and Microsoft as the gatekeeper organizations that would be subject to the act. These companies met the three cumulative criteria for gatekeepers spelled out by the DMA: a size that impacts the internal market; the control of an important gateway for business users to consumers; and an entrenched and durable position.

Examples include PayPal鈥檚 digital smart receipts (stored and searchable in-wallet), its package tracking (offered even for purchases made outside the wallet), and Apple Pay鈥檚 debit card balance and transaction history integrations. Payment method optimization can help consumers choose the card that delivers them the most benefit.

Engagement goals: Spotify dominates the US podcast market with 43.1 million listeners, compared with 33.1 million on iHeartRadio and 28.7 million on Apple Music, per our forecast. Boosting comment features could help podcasters increase audience engagement and allow Spotify to better compete with YouTube and TikTok, which both already host video podcasts and comment sections.

The DOJ has also filed antitrust cases against Google and Apple, and the Federal Trade Commission (FTC) filed antitrust lawsuits against Amazon. The Democratic party in general has a strong anti-monopoly viewpoint, something Harris likely wouldn鈥檛 sway from as president. What about Trump? The fate of the Capital One/Discover merger under a Trump administration is less clear.

Google has arrived, and Apple is rumored to be coming. Google released its Pixel Fold in June 2023, and Apple may release one in late 2024. Apple could change the market. If, in fact, Apple releases a foldable phone in 2024, it could transform consumer demand鈥攁s the company does with any market it enters鈥攁nd with it the supply of app customizations. Predictions.

We expect that share will be roughly flat through at least 2027, though it doesn鈥檛 include non-bank entities like Venmo and Apple that are ramping up their offerings to manage more of their customers鈥� financial lives. Gen Z is propping up gift card sales.

It鈥檚 also trying to offload its other co-brand, the Apple Card. Is it a good buy for Barclays? The UK-based bank wants to expand its presence in the US credit card market to help boost its share price. All of its US cards are co-brands, and GM will become one of its largest US programs. The GM portfolio will also help Barclays make up for recent co-brand losses.

Spotify has nearly twice as many US listeners as the next most popular digital audio platform, Amazon Music, at 103.6 million compared to 53.1 million, per our September 2024 forecast.

RTO policies led to an exodus of senior talent at major tech companies like Apple, Microsoft, and Tesla. In advertising, the outcomes are less clear. US adults prefer remote work: 46% of white-collar workers in a Quantum Workplace survey said they鈥檙e more productive when working remotely, and a USA Today survey found that 58% prefer to work remotely 3 days a week.

The buy button has been on a growth tear since Shopify opened it up to enterprise customers outside of its ecosystem

Amazon, Target, and malls were among this year鈥檚 Cyber Five winners: Roughly 197 million people shopped this year鈥檚 sales, leading to a surge in online and in-store spending.

But the payment method鈥檚 volume grew slower than overall retail sales, suggesting providers need to do more to amp up growth

The news: Google Pay added Klarna to its in-app BNPL roster of Affirm, Zip, and Afterpay. Our take: Klarna鈥檚 late adoption of a physical card like Affirm鈥檚 Affirm Card in the US set the BNPL provider back in terms of capturing a wider user base and payment volume. Integrations like Google Pay and Apple Pay can help overcome that gap鈥攖hough Affirm also has partnerships with both Google Pay and Apple Pay.

Apple stands to gain the most market share. Apple will grow faster than any other nonretail player. Since it introduced its AppTrackingTransparency privacy framework in April 2021, Apple鈥檚 search ads business has taken off. By 2025, it will more than double its 2021 US ad revenues. In fact, it will leapfrog Microsoft to become the runner-up to Google in nonretail search ad revenues.

OTT video鈥攊ncluding YouTube, subscription OTT, AVOD, and free ad-supported streaming TV鈥攊s extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.