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An economic slowdown would cut into PayPal's consumer payment volume and other efforts like PayPal Ads and its stablecoin initiative. Editor鈥檚 note: This story was updated to include more context from PayPal鈥檚 earnings call.

They also drive up ad revenues, as brands targeting niche audiences ramp up spending during these events, fueling Amazon鈥檚 fast-growing advertising business. Our take: As economic pressures build, Amazon and other major retailers are likely to keep leaning on strategic sales events to draw in value-conscious shoppers and foster long-term loyalty.

The FTC鈥檚 suit argues that Pepsi violated the RPA by giving Walmart advantages, such as 鈥減romotional payments鈥� and advertising, which it did not offer to rival retailers. Pepsi 鈥渟trongly disputes鈥� the allegations and plans to 鈥渧igorously present鈥� its case in court, the company said in a statement. What happens next?

Instacart experiments with shoppable ads. The move: Instacart expanded its partnership with Google Shopping Ads to YouTube, enabling ad partners like Clorox and Publicis to run shoppable ads via the platform. Advertisers will be able to use Instacart鈥檚 first-party data to enhance targeting and measurement capabilities.

Retail media networks (RMNs) are both still in their infancy and intimidatingly complex. Most brands advertising via retail media are using multiple networks, according to the Association of National Advertisers, but data and analytics aren鈥檛 standardized across platforms. The result is a major headache for advertisers. Here are some tips for using retail media right.

For advertisers, it gives them the ability to combine upper-funnel campaign tactics like storytelling via video and performance ad formats like sponsored search, according to Susanna Lee, senior director of product marketing for Walmart Connect, per Media Post. Why we care: We predict Walmart will grow its retail media ad revenue by 39.1% this year, second only to Instacart鈥檚 growth, per our forecast.

Spend from current retail media network (RMN) advertisers is showing signs of cooling, forcing RMNs to look to non-endemic advertisers outside their existing ad networks for new ad dollars.

Key stat: $6.19 billion (9.0% of US social media ad spend) will go to TikTok this year, according to our forecast. Marketers need to make sure they鈥檙e putting their TikTok budget to good use by choosing the right ad types for the right activations. Here鈥檚 an overview of in-feed versus Spark Ads on TikTok.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

It also shows how tough it is for issuers to stay competitive in this segment, especially without higher-tiered cards or other consumer products or fees to offset losses. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Determine which avenues to place advertising for beauty products. More like this:. Creators have an outsize influence over Gen Z women鈥檚 beauty and wellness purchases. Winning over Gen Z鈥檚 鈥榤e mentality,鈥� with Alo Yoga, Ulta Beauty, and more. 3 ways beauty brands like Ulta Beauty and Sephora are using technology like AI and AR to engage with consumers.

Social media isn鈥檛 exclusively a dedicated advertising space, as much as some marketers may think of it that way, said Olsen. A good creator campaign is made for social platforms, not placed on top of it.

Advertisers will spend more than $62 billion on retail media in 2025, an increase of more than $10 billion YoY. The channel鈥檚 growth prospects will be somewhat tempered by issues like 补诲惫别谤迟颈蝉别谤蝉鈥� struggles with retail media鈥檚 lack of standardization and measurement challenges. But retail media still offers a way to fulfill two key, complementary needs that advertisers have.

LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn鈥檚 appeal among both B2B and B2C marketers is growing.

In-store retail media investments will continue into 2025 as advertisers experiment with ways to extend their digital campaigns into physical stores. The Interactive Advertising Bureau has released the finalized "In-Store Retail Media: Definitions and Measurement Standards" to help advertisers and networks track, report, and analyze campaign performance across various in-store formats.

Travel companies leveraging first-party data to power proprietary ad networks are establishing a presence in the commerce media landscape. Advertisers can enhance their digital strategies by incorporating travel into the commerce media mix.

Target isn鈥檛 sitting still amid challenges: It鈥檚 bringing back Target Circle Week to boost sales and memberships now while planning 300 store openings over the next decade.

Instacart鈥檚 Carrot Ads solution will enable brands to run sponsored product and display ads on Thrive Market鈥檚 website and app. Self-service tools help brands set up and manage their campaigns, with optimized bidding options to drive specific business goals. Meanwhile, Faire, an online wholesale marketplace, introduced its first ad solution, sponsored search ads.

Why it matters: Embedding savings incentives into its delivery experience aids cost-conscious shoppers and gives DoorDash insights into buying habits鈥攊nfo that can enhance its advertising and loyalty programs. Our take: These partnerships reflect how brands are trying to meet consumers where they are, whether in games and apps or through daily digital behavior.

Is Tastemade the one that the MTA ads are partnered with, where you see them making a weird little dumpling in those like multimedia MTA ads? Becky Schilling:. I think so. Sara Lebow:. I wonder if those will now become Wonder ads also. Sky Canaves:. So now what's missing is a grocery partnership for those Tastemade recipes and to get you to get your food home too.

Like Best Buy, Target, and virtually every other retailer at this point, Ulta sees its forthcoming marketplace as an opportunity to expand its assortment without having to bulk up inventory鈥攁s well as a chance to beef up ad revenues for its retail media network. It plans to improve the guest experience with deeper personalization, enhancements to its app and website, and better stores.

Our take: Advertisers should take note of platforms increasingly investing in sports鈥攁nd take action. Advertisers on platforms like TIkTok can tap into passionate fan communities alongside TikTok鈥檚 younger demographics for more targeted campaigns.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Target鈥檚 disappointing Q1 sets the stage for a difficult year: Softer discretionary spending and backlash against its DEI rollback are challenging the retailer鈥檚 ability to manage tariffs.

For retailers with sufficient scale to support RMNs, extensive customer data boosts the value of their offerings to advertisers. Nearly two-thirds of retailers share or plan to share loyalty data with their retail media advertisers, per Deloitte. Ulta Beauty: Approaching 100% membership and gaining a retail media advantage.