蘑菇AV

On today's special episode, we continue our monthly show where we discuss the biggest trends of the moment and the newest research, sprinkle in some analysis, and bundle it up into a quiz. Every month, three of our analysts representing their respective coverage area teams compete against each other. (We also encourage you to play along at home.) We鈥檒l keep a running score all year and crown a winning team at the end of the year. Today, we cover Americans' sentiment toward AI, how much Netflix's password-sharing initiative will boost subscriber numbers, how retail media ad spending dollars are moving around, and more. Tune in to the discussion with this month's contestants: our analysts Sky Canaves and Evelyn Mitchell-Wolf and vice president of Briefings Stephanie Taglianetti.

Sam鈥檚 Club rolls out closed-loop attribution: Connecting the dots between ads and cross-channel sales should help advertisers be far more efficient with their retail media ad spending.

With advances including display, video, and off-site formats, Mercado Libre will capture more than half of all retail media ad spending in Latin America, expanding its advertising business across the entire marketing funnel. Amazon, meanwhile, will make a play for more retail media ad budgets in Brazil.

We expect retail media ad spend to range from $56 billion to $61 billion in 2025, with a moderate tariffs scenario of $58 billion. The heavy tariffs scenario is an 8.1% reduction versus the limited tariffs scenario (the limited scenario corresponds to our existing forecast).

Though Amazon still commands nearly 40% of all retail media ad spending, retailers like Instacart and Target, are investing heavily in RMNs鈥攕ignaling that brands now have more options for reaching high-intent shoppers. Retail media is no longer just an add-on for ecommerce giants, but a critical revenue driver that is reshaping the digital advertising landscape. Sources. Alphabet, Inc. Amazon. Disney.

The bottom line: Retail media ad spend on CTV is growing quickly in the US, increasing 45.5% YoY in 2025, according to a November 2024 蘑菇AV forecast. However, if retail media networks want to keep the ad dollars flowing, they鈥檒l need a more standardized approach without compromising transparency or ad effectiveness.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media鈥檚 declines.

In-app ads will drive US mobile ad spending past $200 billion in 2024.