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It鈥檚 been a complicated year for advertising, punctuated by a slow first half of the year followed by better growth in the back half. Limited budgets mean brands have had to get creative. One form of creativity has been partnerships from names both big and small. Here are five that caught our eye.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

Pinterest allows Amazon to sell inventory via Amazon Ads, further connecting social and retail media. Meta and Amazon are testing Amazon product sales inside Instagram and Facebook. The partnership between X (formerly known as Twitter) and Google demonstrates what happens to platforms struggling to attract sufficient advertisers. Some of these companies appear dominant in their respective markets.

Dollar General and Meta. In March, Dollar General became the first retailer to offer Meta鈥檚 new closed-loop ad solution, which enables advertisers to tie campaigns to in-store sales. Marketers can target ads to Dollar General鈥檚 90 million-plus unique customer profiles across Facebook and Instagram鈥檚 news feeds, Stories, and Reels. Why it matters: When combined, the two companies have a massive reach.

While Meta struggles with innovation and attracting younger users, at Snapchat, innovation and Gen Z users are in high supply. So why is the company struggling? 鈥淪nap doesn鈥檛 lack when it comes to innovation,鈥� our analyst Jasmine Enberg said on a recent episode of our 鈥淏ehind the Numbers鈥� podcast. 鈥淏ut there are serious questions about the health of its core business, and it really needs to focus on turning those things around.鈥�

On today's podcast episode, we discuss whether Meta has officially turned things around, just how big Instagram has gotten, and whether Threads can turn itself into a viable X (formerly Twitter) alternative. Tune in to the discussion with our analysts Jasmine Enberg and Max Willens.

Google鈥檚 generative AI is a landmark moment for advertising: Legal issues have slowed generative AI鈥檚 use, but the ad duopoly鈥檚 support will start a flood.

Short-form video is the hot topic of 2023 Newfronts: TikTok, Meta, and YouTube are all presenting as the dominant short-form app faces existential threats.

Are walled gardens a thing of the past? Shrinking market share and distrust of major platforms is leading to a shift toward open-ended ad solutions.

Beyond the chart: Most digital ad revenues will go to Alphabet ($78.86 billion), Meta ($51.35 billion), and Amazon ($33.96 billion). Traditional media ad spend, comprising TV, radio, out-of-home, and print, will shrink this year as marketers move more online than ever. More like this:. The digital media bubble has burst. Where does the industry go from here?

The US social ad market looked poised for a rough year after companies including Meta posted weak quarters at the end of 2022 and the US advertising market staggered into 2023. After more than a decade of 20% growth almost every year, it appeared that US social network ad spending would increase by just 3.4% in 2023. We now expect the channel to grow 10.1% and accelerate slightly in 2024.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

Big Tech tries cooperation, not combat, with EU regulators: Platforms are trying to adapt to new norms around data privacy and advertising.

Users who are exclusive to Messenger must also have a Facebook account, so the messaging app drives up the utility of Facebook across the board. Language preference affects social media consumption. While language isn鈥檛 typically a barrier to the social-heavy features of these networks, it does have a bearing on engagement.

Yeah, so I went all the way to the end of the article almost to find really interesting discussion about how Meta wants to drive advertising revenue from these devices. So we really haven't seen too much about this.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

Search is already a major component of retail media; social is the next integration. Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are 鈥減otentially full-funnel,鈥� according to Liz Cole, executive director and US head of social at VMLY&R, speaking at our 鈥淎ttention!鈥� summit.

A potential ban would significantly affect TikTok's business; the US contributes to nearly half of its global ad revenues and a substantial portion of in-app purchases. It's challenging to estimate how a TikTok ban would influence the US economy, as many of those advertising and creator economy dollars would shift to US-based companies like Meta.