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US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

On today's episode, we discuss how Amazon's Thursday Night Football rights deal performed this year, the placement of sponsor logos on team uniforms, and superimposing digital logos around sports arenas. "In Other News," we talk about what we expect will happen to TV advertising in the US in 2023 and what to make of Nielsen One Ads now that it's here. Tune in to the discussion with our analysts Paul Verna and Max Willens.

Show why streamlining platforms are poised to win even more ad dollars. Demonstrate what the future growth of digital versus physical retail will look like globally.

FMNs will remain an ad spending niche, but a booming one. From 2024 to 2026, FMN ad spend will grow at a CAGR of 107% to hit $1.50 billion, per our forecast. While that will account for only 0.4% of total US digital ad spending, the growth rate illustrates the space鈥檚 potential. Click here to view the full forecast for US financial media network ad spending.

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

Key stat: 32.6% of US CMOs say they鈥檙e investing in a customer data platform (CDP) in the wake of third-party cookies disappearing, per Duke University. Why it鈥檚 worth watching: Adobe鈥檚 Real-Time CDP Collaboration provides a secure environment to analyze and activate audience data across multiple ad channels, including display, video, and TV streaming. Key features include:.

Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.

The news: The final countdown for a US TikTok ban has officially begun after a judge refused to grant an emergency injunction to halt the law requiring the platform to sell to a US company by January 19.

List of potential TikTok buyers grows while ban looms: The platform is drawing interest from new parties who could keep the key marketing channel afloat for millions of US companies.

Thomson Reuters鈥� victory over Ross Intelligence sets a major legal precedent, challenging AI firms like on their use of copyrighted data for model training

AppLovin is setting its sights on ecommerce: Executives plan to attract spenders and grow revenues with a slew of ad product launches.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

Go further: Check out our comprehensive FAQ on the US TikTok Ban.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here鈥檚 what鈥檚 behind retail media鈥檚 search success.

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

We estimate that roughly 4 in 10 ad dollars YouTube makes in the US comes from CTV. The platform has attracted diverse advertiser budgets, but short-form video competition from Instagram Reels and TikTok remains a headwind.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

Apple has also resumed advertising on X after a 15-month pause, shortly after Amazon increased its ad spending on the platform. While advertisers initially left the platform in light of some of Musk鈥檚 controversial comments and questions over brand safety, major brands and tech platforms including Amazon have returned since Donald Trump鈥檚 reelection.

Broadly, curation routes ad dollars toward a smaller pool of auctioned ad inventory with a unifying characteristic or set of characteristics.