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Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It’s a pivotal time for paid search, with Google’s ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

This deck aims to help solution providers approach retailers and brands with data-rich pitch slides, compelling content marketing assets, and thoughtful prospecting emails that highlight the opportunity in online retail marketplaces.​ This deck will:​. Size the opportunity for brands and retailers in online marketplaces.​

Creator commerce will reshape retail, both on and off social media. Retailers are forging closer relationships with creators. Retail media networks (RMNs) have partnered with creator networks and social platforms to satisfy advertiser demands for incrementality and stay relevant as shopping becomes more social. Walmart convened a Creator Upfront in October.

Advertisers increasingly require clearer attribution between creator content and actual sales performance. Companies are investing heavily in measuring the incremental impact of creator partnerships, moving beyond basic engagement metrics. Creator-driven content is becoming crucial for retail media networks' advertising offerings.

Customer data collection, the dawn of retail media, and AI-assisted shopping has upended a retail industry already in the midst of a big-box transformation at the tail end of the 20th century. And then there is one of the biggest elephants in the room: Amazon. Here are some of the most impactful changes that marketing leaders have seen over the last 25 years.

Kantar Media is sold for $1 billion as measurement heats up: Private equity sees a big opportunity in the rapidly changing landscape.

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