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Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).

We're also seeing creator content really moving off of social media into other channels, whether that's CTV, retail media, or in store, and we're also seeing creator products being launched. And so I think that that is going to continue to shape and reshape our shopping behavior, whether or not TikTok remains in the US. Sara Lebow (12:49):. Yeah.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

But the network plans to expand into off-site formats like connected TV (CTV) or social media, which will require additional ad tech and measurement partners. When evaluating partners, Dwyer seeks creativity, flexibility, and experience. 鈥淲e鈥檙e looking for someone with a strong point of view, someone who鈥檚 done it before,鈥� he said.

Children are more likely to use a tablet than CTV. This year, 80.0% of internet users ages 11 and under will use a tablet at least once a month, while 59.6% will use connected TVs (CTVs). Tablets offer more flexibility for children, freeing up other screens for parents and siblings, and providing entertainment on the go. Digital video is their top activity.

CTV is a $29 billion business growing at a 19% clip this year and retail media is nearly twice as big, 55 billion, growing even faster than CTV, growing at 26% this year. So Jeremy, what do these channels, these high growth digital advertising channels like CTV and retail media and others look like if Kamala Harris becomes president? Jeremy Goldman (09:12):.

Shoppable CTV ads. Amazon has shoppable ad formats as part of its Streaming TV ad suite. Target鈥檚 Roundel retail media network has added shoppable CTV ads with partners Animal Planet, Crackle, and Sling TV. Shopify and DoorDash have partnered with Roku to give their respective merchants access to shoppable CTV ads.

Social fuels streaming: Netflix invests in BookTok sensation 鈥淭wisted Love鈥� as TikTok reshapes publishing and adaptation strategies.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

AI, retail media, and CTV: What you missed at POSSIBLE 2024. Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, reported subscriber numbers of major pay TV providers, and demographic and socioeconomic factors.

Shoppable media formats are rapidly expanding across social networks and connected TV, with 57% of ad agency professionals identifying shoppable video as the next retail media frontier.

2025 is a crucial year for Netflix鈥檚 future: The streaming leader鈥檚 first sports rights deal begins in days, teeing up future opportunities.

Roku's decision to open its first-party data to demand-side platforms like The Trade Desk signals a potential shift away from walled gardens in the connected TV (CTV) space. This move may pressure other streaming platforms to follow suit, potentially transforming the CTV advertising landscape.

Apple TV+ offers free weekend: A blend of traditional tactics and tech strategy aims to boost subscribers ahead of Severance Season 2.

Marketers should prioritize fast-growing channels to reach shoppers, including CTV, retail and commerce media, and social video. Focus on developing value offerings that extend beyond discounts. Consumers will be looking to splurge within their means, so brands and retailers should prepare to meet these needs with offers that can support value perceptions in key growth categories.