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On Nov. 20, the US Department of Justice (DOJ) recommended Google be mandated to sell Chrome as part of an ongoing antitrust case that could upturn digital marketing. It's a change intended to increase competition, and marketing experts think it will.

CTV has solidified its place as a major ad spending category, with an expected $28.75 billion in US ad spend this year, per our forecast, rising to $44.32 billion by 2028. CTVs allow for much more flexible advertising than linear TV and other traditional media.

The change would significantly boost shipping costs for the retailers and could cause US inflation to spike, limiting consumer buying power and the ability to keep prices low. Temu is taking some steps to insulate itself from changes. The company recently opened its marketplace to US merchants, removing its invite-only requirement in the hopes of decreasing its reliance on imported goods.

US marketers are allocating more of their advertising budget to social media and TV (19% each) than digital (14%), email (12%), and out-of-home (OOH) (7%) media channels, according to Quad.

We expect US OOH advertising to reach $9.16 billion this year, up 4.8%. Growth will slow slightly to 3% in 2025 due in part to the decrease in political advertising dollars. Digital OOH ascendant: The ability to cycle through inventory and more accurately target consumers has helped digital billboards capture larger shares of ad spending as the sector recovers following the pandemic.

The big picture: The numbers are staggering: US broadcast networks expect to generate $570 million in ad revenues during Thanksgiving weekend sports programming, reaching $624 million including cable coverage. Sports will represent 84% of all broadcast advertising dollars this weekend, with NFL games accounting for 69% of spending.

The new AI model empowers marketers and hobbyists alike with streamlined video creation, pushing the company ahead in the booming genAI video market.

There will be 76.4 million shoppable media buyers in the US this year, up 5.5% from 2023; we expect that number to grow 4% next year to 79.5 million. Growing pains: While shoppable ads are a lucrative opportunity for media companies and retailers alike, companies are trying to determine the best way to implement them without disrupting the viewer experience or creating too much friction.

Macy鈥檚 had a mixed Q3: Sales at its luxury Bloomingdale鈥檚 and Bluemercury labels rose, but its namesake brand is struggling to attract shoppers

Its US ad revenues will see a similar jump, up 12.7% YoY in 2025 to top $5 billion, per our forecast. LinkedIn鈥檚 biggest user base is in the US, though most of its users are based outside of it, according to the platform. Click here to view our full forecast for US LinkedIn ad revenues. LinkedIn鈥檚 revenue mix is changing.

Mediaocean acquires Innovid: $500 million deal merges platforms to challenge google in connected TV and global ad tech.

Instacart is the latest retail brand attracted to the Super Bowl: Even at $7 million a pop, brands find the spots are worthwhile buys.

Digital ad spend by the US travel industry will grow by 14.3% this year for a total of $6.79 billion, according to our forecast.

Five consecutive months of lower ad spending: The US ad industry is approaching a milestone for reduced spending, but the market will grow overall.

US social network ad spend will reach $82.89 billion this year, according to our October 2023 forecast.

For several years in a row, the four largest US P&C insurers have cut ad spending, leading to a steady decline in TV ad impressions.