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The impact of third-party cookie deprecation goes beyond changes to ad targeting and tracking. As the industry moves away from these identifiers, new challenges and trends have cropped up: IP addresses may be more difficult to access, retail media as an addressable channel is growing, and there鈥檚 greater focus on frequent media mix modeling (MMM) adjustments.

Diversify your retail media spend across channels. More like this:. Exclusive: Amazon and Walmart rank highest among retailers for AI implementation. Back-to-school special: 8 interesting retailers that made news in July. Walmart is strengthening its No. 2 position in retail media search behind Amazon. What you need to know about non-endemic retail media advertising.

The ARES Shopping Suite shows signs of promise. Retail AR is still far from mainstream, but shopping is a growing use case among AR users. At SPS, Snap demonstrated how its Shopping Suite (which brands can integrate into their own websites and apps) has improved the shopping experience, increased sales, and reduced returns for fashion brands like Farm Rio and Princess Polly.

Retail media platforms like Amazon offer many of the same benefits that social platforms do, including a large and engaged audience, targeted advertising, and ecommerce integrations. A burgeoning list of companies are throwing their hats in the ring in the US, Europe, and Latin America; the threat of retail media to the social platforms鈥� future ad revenue growth cannot be ignored.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

The partnership shows Snapchat turning away from ecommerce and instead focusing on its power as an ad vehicle. While the pivot from in-app shopping makes sense, Snap still must sell brands on its advertising power. Snap鈥檚 coveted user demographic (Gen Z) makes it appealing to advertisers, but many use only the app鈥檚 photo and chatting functionalities鈥攕paces where ads don鈥檛 frequently appear.

Deciding how to target customers when they engage in an array of digital channels both online and in-store is the essence of an omnichannel strategy. It鈥檚 no easy task, but, luckily, omnichannel connections, in-store retail media opportunities, and experiential and experimental tools can help advertisers build a more robust customer profile and target shoppers where they are.

Retailers want brands to spend on retail media ads using national media dollars鈥攚hich represents net new ad spend鈥攁nd grumble that retail media often pulls from existing shopper and trade marketing funds. But earning national media dollars will only come if retail media networks (RMNs) stop acting like retailers and start acting like media companies.

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.

Even as some signs foretell a rebounding economy, total US ad spend is still down. Advertisers will keep investing in performance-oriented channels, which is good news for retail media search. At some point, retail media search ad spend will hit a ceiling. Amazon shoppers say the feed has already become cluttered with sponsored results.

Why it matters: Retail catalogs are less common than they used to be as the rise of ecommerce has prompted retailers to prioritize digital channels ahead of direct mail. US ecommerce sales rose from just $169.92 billion in 2010 to $1.193 trillion this year, per our forecast.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to 蘑菇AV鈥檚 forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

Our take: Microsoft鈥檚 search and advertising growth is a promising indicator of its ability to innovate and compete in digital advertising. The company continues to build partnerships with news and entertainment publishers, paying them $1 billion over the past five years to reach new audiences. But it needs to show these efforts will help them make inroads into Google鈥檚 gargantuan lead in the space.

In the years following an election, ad spending is likely to be pulled back. The delivery of healthcare moved increasingly online in 2020 and 2021, and telehealth has since become commoditized. More companies are entering the online healthcare services space and advertising directly to consumers via digital channels. Read the full report, US Healthcare and Pharma Ad Spending 2024.

鈥淕oogle will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 蘑菇AV webinar. 鈥淚t never has been, and now consumers are also going elsewhere to satisfy their search needs.鈥�

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

This puts the commerce media networks in a good position to capture ad dollars reallocated from platforms that rely on third-party identifiers. To address the impact of cookie deprecation, 60% of US marketers are turning to first-party data strategies, according to March 2024 data by Epsilon and Phronesis Partners.

Premiere Spotlight, Pinterest鈥檚 newest ad format tied to search, gives advertisers a prominent position atop the search results page for 24 hours, along with in-app links to shopping options. This type of placement isn鈥檛 available on other social platforms, but we expect they鈥檒l eventually add it. Test shopping integrations.

PubMatic, for its part, claims SPO drove over 35% of buying activity through its channels in Q1. Momentum has been building behind this trend for years, so why is it coming to a head now? Advertisers are finally holding their ad tech partners accountable for providing value beyond facilitating programmatic transactions.

On April 27, the same day it released mixed Q1 earnings, Pinterest announced a partnership with Amazon that would allow the ecommerce giant to sell Pinterest ads on its own platform. This marked the first time Pinterest had allowed a third party to sell its ad inventory. Our Take: Retail and social media are at the beginning of what could be a very mutually beneficial relationship.