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Threads makes ads available globally: The Meta platform benefits from steady growth and a safer brand image than X.

As one of the hottest areas of digital advertising, CTV ad spending鈥檚 streak of annual double-digit increases could end thanks to tariffs.

The news: The Trade Desk CRO Jed Dederick likened Amazon鈥檚 advertising approach to Google鈥檚, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta鈥檚, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

What Spotify hopes to accomplish: Spotify鈥檚 program incentivizes creators to produce more content that opens up new ad inventory, helping the platform unlock premium ad placements and drive higher ad revenues.

Meta revenues up 16% YoY in Q1: The company started the year off on a positive note, but tariffs could foreshadow strife.

The news: Amazon announced its Prime Day event will run from July 8 at 12:01 a.m. PDT through July 11, starting eight days earlier than last year and lasting twice as long as previous events. Our take: Amazon recognizes that while consumers have grown more selective about when and where they spend, many will still jump at the chance to save if they find compelling offers. By extending Prime Day鈥檚 duration, adding tech-driven shopping tools, and broadening its footprint across countries and third-party sites, Amazon is turning the event into an inescapable, large-scale retail moment. Even in a margin-squeezed environment, the visibility and sales potential of Prime Day may be too significant for sellers to pass up.

Ad budgets are slowly migrating from terrestrial radio to digital platforms, but the shift is stymied by slow platform subscriber growth and by YouTube.

Click here to view our full forecasts for US digital ad revenue growth, by company and US Netflix ad revenues. This year鈥檚 boom will be more impressive than last year鈥檚. Netflix鈥檚 US ad revenues were nearly zero in 2022 and just $660 million in 2023, which left room for an outsize 118.4% growth rate last year.

Netflix is building an ad business to diversify its revenue streams.

Netflix Q1 proves its resilience amid economic volatility: Strong revenue growth is setting the company up to weather uncertainty.

Health systems partner with wellness brands for digital advertising: We explore how legacy healthcare providers are offering health and wellness brands ad placements on their digital platforms to drive revenue and connect patients with medical products and services.

Meta defends past acquisitions in FTC trial: The case could force Instagram and WhatsApp divestitures, disrupting ad buying and reshaping tech merger norms.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

In the fourth quarter, YouTube鈥檚 ad revenues fell short of expectations, declining nearly 8% YoY. Then, in early February, CEO Susan Wojcicki announced she was stepping down. As the platform gears up to face new challenges, is it the right time for Alphabet to spin off YouTube? Our analyst says no.

Last October, we projected that Twitter鈥檚 2023 ad revenues would reach $4.74 billion worldwide. Since Elon Musk鈥檚 takeover, we鈥檝e cut our projection by nearly $2 billion, to just $2.98 billion, as the app grapples with brand safety issues, confusing policies, and broken technology.

Most advertisers wouldn鈥檛 reallocate all of their TikTok spend directly after a ban. Our latest forecast estimates that TikTok generated $12.34 billion in US ad revenues in 2024. Assuming TikTok could lose between 50% and 70% of ad revenues due to a ban, $6.17 billion to $8.64 billion of ad spending could need a new home. Meta and YouTube would be the biggest financial beneficiaries.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

The economy is still under pressure, but investment in digital advertising will continue apace. Retail will continue to lead the ranking for total spend. Travel will lead in terms of growth, followed closely by CPG and retail.

Senators urge DOJ probe into X鈥檚 advertising efforts: The group of five Democratic senators allege that Elon Musk leverages his political power to bully advertisers into returning.

Click here to view our full forecast for US digital ad revenue share by company. The largest players are likely to underperform this year yet still improve their market share. Barring a best-case scenario outcome, most of the largest ad platforms will likely miss their 2025 revenue targets.

尝颈苍办别诲滨苍鈥檚 ad revenues are on a longer-term upward trend. Per our forecast, global ad revenues are expected to grow from $8.06 billion in 2025 to $9.57 billion by 2027. This forward momentum is powered in part by 尝颈苍办别诲滨苍鈥檚 newest push into video advertising through its rebranded BrandLink program.