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The ecommerce giant鈥檚 nearly $42 billion take will amount to 13.9% of the digital ad market. That positions it to possibly overtake Meta before the end of the decade. Amazon鈥檚 OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

US buyers鈥� most valuable metric when assessing campaign performance on retail media networks isn鈥檛 return on ad spend (ROAS) or ROI. It鈥檚 incrementality, according to May 2022 data from Criteo.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

Walmart lags behind Amazon in total ecommerce sales, retail media ad dollars, and retail subscriptions. But there may be ways for it to minimize the gap in certain areas, namely search and AI capabilities.

Retail media will make up one-fifth of worldwide digital ad spend this year. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Antitrust Explainer (蘑菇AV subscription required).

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

Ad Spending 2024 (Subscription required). Note: Data was provided to 蘑菇AV by Comscore.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike鈥檚 finance chief said the company is planning for a 鈥渟ubdued macro outlook鈥� and Paramount mentioned 鈥渟oftness in the global advertising market.鈥�

Google defends against DOJ claims of ad monopoly: The giant emphasizes publisher choice and competitive ad exchanges amid trial scrutiny.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

Meta鈥檚 share is, of course, declining, but it鈥檚 declining from a massive base, and not all of those ad dollars shifting away from Meta are going to TikTok.鈥�. Lower CPMs will help TikTok attract more advertisers, but it still has a ways to go before its share of ad revenues can rival Meta鈥檚. The news: TikTok鈥檚 algorithm may not be all-powerful.

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.

CTV is filling gaps in declining linear TV ad spend. A majority of US CTV households use smart TVs. Advertisers struggle to align ad dollars with the scale of CTV. TV and CTV complement each other for maximum reach. More Chart of the Day:. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads. 7/17 - $600 billion ad question.

Hims & Hers defies digital health market odds: The D2C healthcare company grew revenues and membership鈥攁nd unlike competitors, it鈥檚 increasing its marketing and advertising spend.

On today's episode, we discuss a part of digital ad spending that will overperform this year, why some countries will see a dip in online shopping, what will happen to time spent on social platforms, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Zach Goldner, and director of forecasting Oscar Orozco.

滨苍蝉迟补肠补谤迟鈥檚 ad growth slowed in Q4: That could create problems for the company as it relies more heavily on ads to offset softening grocery delivery demand.

ByteDance鈥檚 non-China revenues grow 60%: TikTok鈥檚 ad and ecommerce prowess drive revenues despite regulatory headwinds in US and China.

On today's episode, we discuss the most important digital trends we're watching in 2023: why we downgraded our digital ad spending numbers (and by how much), why Big Tech will actually solve the content moderation problem, a retail media joint venture to rival Amazon, and more. Tune in to the discussion with our analyst Evelyn Mitchell.

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.

From the rise of foldable smartphones, the shift in ad spend from browsers to apps, and the growth of shoppable media, these predictions from our analysts reveal how evolving consumer behavior will impact the mobile market.

Nearly three-quarters (72%) of retail marketers worldwide plan to increase their advertising spend on social platforms, according to a November 2023 survey by TechValidate as reported by Mediaocean.

More Chart of the Day:. 6/7 - Social鈥檚 slow show. 6/6 - App-y shopping. 6/5 - In AI we trust? 6/2 - Commercial break-through. 6/1 - One fad Apple.

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.

OpenAI鈥檚 GPT-4 can help retailers map the customer journey by analyzing data from across social, owned, and third-party platforms and identifying trends in real time. It can also help retailers predict future behaviors, giving insight into where they should focus their ad dollars.