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A recent partnership with Yahoo鈥檚 demand-side platform (DSP) opens Spotify's ad inventory to programmatic buyers outside its self-serve system; the move is part of a broader industry trend of emerging ad platforms like Spotify, Netflix, and Uber turning to programmatic channels to drive ad revenues.

Rather than rely too heavily on holiday-related Band-Aids, brands would be better served finding ways to drive value-focused shoppers to spend via initiatives such as targeted promotions.

Among major streaming services, Netflix鈥檚 time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Consumer packaged goods (CPG) brands have attempted to break into D2C ecommerce in recent years, to varying degrees of success. How can they avoid unprofitable strategies and develop a viable D2C ecommerce channel?

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers鈥� privacy.

Not all consumers accept cookies when given the choice.

Your one-stop-shop for travel industry digital metrics in 2023.

As consumer spending slows, ad spending will shrink in kind. Fifty-four percent of global marketers are likely to reduce ad spend in 2025, per Nielsen, and 60% of advertisers who are cutting back plan to reduce spending by 6% to 10%, according to IAB. Tighter budgets may push advertisers to scale back on high-impact channels like CTV, where CPMs often exceed those of lower-cost alternatives.

Case in point: Disney and Walmart Connect's partnership, announced in May, allows brands to target ads on Disney+ and Hulu using Walmart鈥檚 shopper data, marking Disney's first use of retail data for ad sales.

Connected TV (CTV)鈥檚 growth in reach and audience make it an ideal channel for marketers who want their campaigns to be impactful. Going forward, programmatic ad buying is expected to continue making CTV the perfect performance marketing opportunity.

In a hurting ad market, where consumers are hesitant to spend unnecessarily, marketers need to make sure their ad spend goes as far as possible. All members of the marketing team need to be capable of thinking like performance marketers, with the ability to analyze metrics in order to select the best channels and ad frequencies. Here are five charts to help your team do just that.

颁补苍补诲补鈥檚 ecommerce boom started in 2020 with 75.0% YoY sales growth that year. Retail is still riding the wave, bringing digital buying in Canada on par with similar markets like the US and UK. Online shoppers are now a lucrative audience for advertisers. As digital buyers spend more time and money online, retailers have created advertising networks to engage them.

I can't tell if this is a good or bad thing about Amazon's business, and it's probably both, but the fact that it's advertising business is right now so incredibly tied to e-commerce sales means that when e-commerce sales are growing, retail media dollars are going to go up for them.

The pandemic ecommerce boom that drove online sales is over. But marketplaces will continue to expand their share of US retail ecommerce, contributing almost 40% of the $588 billion in US online sales growth that we forecast over the next five years.

Our debut forecast for CPG subcategory ad spending shows food companies playing the largest role. We鈥檝e added five new digital ad spending subsector breakouts for the CPG industry: food, toiletries and cosmetics, nonalcoholic beverages, alcoholic beverages, and 鈥渙ther,鈥� which is largely made up of cleaning supplies and tobacco products.

As Facebook loses relevance with younger audiences, D2C ad budgets for CPG brands are diversifying into emerging channels.

The halo effect of that event helped Tubi surpass its head-to-head rival Pluto TV to earn second place among free premium video streaming services in 2022, behind market leader The Roku Channel. We expect Tubi to stay ahead of Pluto TV in 2023 and for the remainder of our forecast period, through 2027. Paramount+ hits a new peak.

Two channels will drive this trend in 2025:. Paid social. In 2024, US enterprise marketers committed over one-third (37%) of their influencer budget to paid media amplification, per a February 2025 report from Linqia. Because those dollars are going to social platforms, we count that as US social network ad spending, which we expect will surpass $100 billion for the first time this year. Retail media.

The retail media landscape is growing, making room for new players like financial media networks (FMNs), advertising platforms that leverage financial institutions鈥� (FIs) proprietary data to target personalized ads to customers in FIs鈥� channels. We expect US ad spend on FMNs to more than quadruple over the next two years, growing from $350 million in 2024 to $1.50 billion in 2026.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.