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Beta users reported performance improvements ranging from 30% to 50%, highlighting the technology鈥檚 impact on campaign optimization and marketing agility. Skai president Gil Sadeh told 蘑菇AV that what once took marketing teams an entire day can now be accomplished in less than a minute.

The search empire strikes back: Google scales AI to 1.5 billion users. Google鈥檚 AI Mode is its most ambitious counterattack on ChatGPT. The platform鈥檚 AI Overviews, which now reaches over 1.5 billion users, drove a 10% increase in search usage from September 2024 to April 2025.

Multiplatform campaigns are also now the norm, meaning marketers are simultaneously activating creators and influencers across multiple social apps. That creates two major problems for measurement:. Metrics are not consistent across different platforms. Take short-form video views, for example.

Doing so could help marketers simultaneously reach providers and patients. PoC advertising can be displayed via digital screens in doctors鈥� offices or during telehealth visits and can be used to convey information about medications and treatments. Sources. Mediaocean. MediaRadar. Medical Marketing & Media. Swoop.

While 80.7% of monthly US Snapchat users are over age 18, per our estimates, it is also used by nearly two-thirds (65.4%) of US 12- to 17-year-olds, primarily for messaging. A video featured users with the longest 鈥淪treaks鈥� explaining how communicating via Snapchat daily makes them feel more connected.

Data privacy concerns have plagued the debut of Threads, and Meta was unable to launch the platform simultaneously in Europe and the US due to a clash with the Digital Markets Act. Our take: Threads could be the Twitter-killer that platforms like BlueSky and Mastodon have failed to become.

It鈥檚 held this top spot for the past decade, but growth is slowing as the youngest Gen Zers enter their teens and the user base approaches saturation. Gen Zers will make up nearly a quarter of all digital video viewers in the US through 2028. More Gen Zers use user-generated video platforms than they do streaming services.

This helps them improve engagement and foster community-driven content while simultaneously amplifying reach. How will it create impact? AI-powered UGC campaigns deepen audience engagement through personalization at scale, allowing customers to become part of a brand鈥檚 narrative.

The rise of AI intermediaries creates complex challenges around user consent, data privacy, and accountability. Organizations must proactively address emerging concerns about who bears responsibility when AI agents access and process customer information.

These advancements benefit consumers by delivering more relevant ads, reducing ad clutter, and enhancing the overall user experience. #3: Choice for Publishers and Advertisers. Contrary to the DOJ鈥檚 claims, publishers and advertisers have broad choices in the ad tech market. Google Ads, AdX, and other Google services are optional, and viable alternatives exist.

Google put a lid on its cookie deprecation plans on Monday, proposing that rather than deprecate third-party cookies, it would prompt Chrome users to 鈥渕ake an informed choice鈥� on how they share their data with advertisers, according to a blog post from Anthony Chavez, vice president of Google鈥檚 Privacy Sandbox.

Investing in the places users are most likely to flock to if a ban occurs is crucial鈥攂ut it鈥檚 important to not divest from TikTok entirely, as the platform maintains massive reach despite ongoing turbulence. Go further: Read our Live FAQ on the TikTok ban.

On Facebook, users can now pause video ads and preview the linked destination. New multi-destination product ads let users swipe through products without leaving a Reel. Meta also announced Reels viewability is now accessible to third-party measurement partners for interstitial Reels Ads campaigns. The social giant will be launching viewability reports with DoubleVerify, IAS, and MOAT.

Gen Zers make up more than half of Snapchat users. They comprise 52.3% of Snapchat鈥檚 platform. Snapchat is most popular among Gen Z adults (81.3%) versus Gen Z teens (65.4%). Keep an eye on Gen Z鈥檚 P2P payment usage and VR adoption. Gen Z peer-to-peer (P2P) payment usage is rising quickly as the generation becomes more independent and engages more in commerce.

While we don鈥檛 forecast the use of two screens at once for children, prominence of second-screening increases as people get younger, per our February 2024 forecast. Here are some of the platforms where Gen Alpha spends time. 1. YouTube. Among US digital video viewers under 12, 97.3% will be YouTube viewers this year, per our February 2024 forecast.

Unlike Netflix, Disney+ does allow ad-supported viewers to stream premium-quality video on up to four devices simultaneously. That should give Netflix pause as Disney+ cements itself as the region鈥檚 second-most popular paid streaming platform. The digital video ad experience leaves much to be desired.

And Marcus, it's interesting you're talking about second screening there, which I had an interesting stat on that. Second screening or multi-tasking, digital multi-tasking, we estimate about 84% of online individuals are digital users are second screeners. And that really does continue to grow.

Many of those viewers were once cable users, but thanks to the rise of CTV, we can expect cord-cutter households to outnumber traditional pay TV households by the end of this year. Part of what has accelerated that shift is the rise of lower cost (or free) ad-supported content for viewers to watch.

It needs effective AI system training to avoid biases, ensure accurate insights, and protect user privacy and data security. It requires a team with data science and AI skills to interpret and act on insights effectively. It may need to be integrated with existing marketing systems and workflows.

Multiscreen cars and limited autonomous driving remain uncommon, so video is still less important than streaming audio services and navigation services鈥攂ut this will change rapidly. Google, for instance, recently added a YouTube app in Android Automotive, and Amazon Fire TV and Prime Video are available in some passenger seat screens.

GenAI has simultaneously made media quicker and easier to manipulate鈥攁nd for that content to appear more convincing. The social platforms will struggle to keep up. The scope and complexity of AI-generated misinformation could overwhelm their content moderation teams and programs. Staffing cuts have decreased the size of content moderation teams.

Consumers under the age of 35 comprise 48% of BNPL users, per our forecast. By contrast, they comprise just 35% of traditional credit card holders, per a 2023 report from LexisNexis Risk Solutions. Those who can鈥檛 or don鈥檛 want to go through the approval process can still make purchases with this alternative method. Click here to view our full forecast for US BNPL service user share, by age.

Gen Zers are highly active mobile banking users: 93% access their account using a mobile device at least weekly. Banks can get more value out of these visits by providing easier ways to split and send multiple payment requests.

Its decentralized nature has been touted for providing user security. But the lack of centralized control also allows crypto firms to operate outside of existing regulatory frameworks, opening users to fraud and abuse.