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Google put ads in its Search Generative Experience. YouTube has a new unskippable 30-second ad spot. HBO Max relaunched as Max. And The Kroger Co. is paving the way with in-store retail media. Here are what updates from these companies and more mean for advertisers.

Our take: Samsung鈥檚 next move is not just another hardware launch鈥攊t鈥檚 a shot at establishing a new business around spatial media. Marketers should seek opportunities in immersive product placement, shoppable 3D experiences, and a fresh XR ad model.

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Brazil is Latin America鈥檚 largest retail ecommerce market by total sales volume and will be this year鈥檚 third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil鈥檚 diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

Retail media was the fastest-growing digital ad channel worldwidein Q3 2022, with retail media spend increasing 45% versus a year ago, according to Skai. It also gave advertisers more bang for their buck with impressions up 61% and costs per click down 12% year over year.

What is shoppable media and which formats have the most potential?

The situation introduces additional volatility just as advertisers are heading into seasonal planning periods for back-to-school, holiday, and Q4 campaigns, which could drive more cautious investment. Our analysts are currently preparing an updated US Retail & Ecommerce forecast, slated for release in May, with revised global retail forecasts coming by late June.

Now that the election outcome is certain, we explore how Trump鈥檚 proposed tariffs, big-business agenda, and media influence will affect key areas of digital marketing and advertising.

Halfway through the current decade, retail media has bled into the wider concept of commerce media, which will be a $68.69 billion industry in the US this year, per our December 2024 forecast.

The ecommerce giant鈥檚 launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

Both companies are leaning into groceries to boost order frequency and loyalty and beefing up their ad businesses to capitalize on retail media interest. At the same time, a deal would likely clear antitrust hurdles easily, given that the two companies don鈥檛 overlap in any markets.

The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.

Why it matters: As the premiere event for media and advertising, Cannes Lions can help shape the narrative about creator work in the broader industry. Zooming out: Creators have reshaped what consumers watch and buy. But their work is still often dismissed or misinterpreted by industry executives.