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For social media managers, popularity is often measured by follower count. Here are three key trends from our exclusive KPI data on brand TikTok account growth.

Next year, retail will account for more than 25% of overall digital ad spending for the first time. It will be business as usual from next year, with retail digital ad spending increasing at a faster clip than even travel—16.3% versus 15.0%. To view the retail industry digital ad spending forecast, click here. Travel’s turnaround continues.

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.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.

Retail media complicates price talks between retailers and suppliers: Hardline tactics like pulling products from shelves can make brands reluctant to invest in RMNs, forcing concessions.

In part two of this two-part podcast episode, we discuss some more predictions for 2024 that are too specific to be 100% certain about but could still come true, including: what happens next when measuring retail media, Starbuck's drone delivery pilot, and how the publisher/AI relationship will play out. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.

Retail, telecom, and travel and leisure declined. The company maintained its full-year guidance for 2025. Zooming out: The company’s Q1 results were driven by the loss of major clients and missing the mark with new products. WPP recently lost Coca-Cola’s US and Canada media business to Publicis Groupe, though it retained global media duties.