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Freedom to keep: In the US, companies often keep data only if there鈥檚 a 鈥渂usiness purpose鈥� for it, but that vague wording means companies can set their own definition. AI model training and ad targeting could be used as a purpose to justify holding on to consumer data, an FTC study found.

In an election that could be decided by just a few thousand votes in key states, these targeted ad efforts could determine the next US president.

The news: Thirteen percent of US and global programmatic ad spending went to made-for-advertising (MFA) sites in Q2, according to ad fraud analytics firm Pixalate, up from 10% in Q1.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Disney鈥檚 going for efficiency across the board: Ad sales will be largely automated by 2027, while content teams are streamlined behind the scenes.

CPG companies spend more annually on digital ads than every cohort besides the retail industry. However, CPG digital ad spending growth underperformed compared with most other industries last year, and it will do so again this year. Next year is looking better though.

Most industries leaning into social advertising are targeting younger audiences with offers for products with low price points.

The final word: Events in 2024 such as the Summer Olympic Games in Paris and the US presidential election are driving increased media viewership and social engagement, per Mediaocean. Ad dollars are following鈥攁nd this trend is likely to continue into 2025.

The 鲍厂鈥� second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.

Read on for five positive-leaning US forecast stories across advertising, media, ecommerce, and tech that you may have missed. Gaming is a digital advertising hotbed. Food and beverage is a much bigger part of ecommerce than it used to be. Shoppable media is everywhere, and consumers are embracing it. US drivers are flocking to electric cars. The ride-share industry is once again flying high.

Total US digital ad spend will increase 13.6% in 2024 to reach $306.94 billion, per our forecast. Display advertising will make up more than half (56.2%) of total digital advertising next year, per our forecast. Search will make up a slightly smaller piece of the pie at 41.7%. Use this chart:. Compare ad spend across grocery delivery brands. More like this:.