蘑菇AV

Despite CTV ad spending鈥檚 rapid growth, in 2026, Meta alone will still account for over $10 billion more in video ad spending ($48.77 billion) than all of CTV combined ($37.70 billion).The CTV ad market is far more diffuse than the social network landscape, with only three companies accounting for more than 10% of CTV ad sales in 2026.

The only certain thing about TikTok鈥檚 sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

Amazon has joined forces with Meta, TikTok, Snap, and Pinterest. These ad alliances represent a convergence of the social, creator, and retail media spaces. Creator companies have also deepened relationships with social and retail platforms. Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey.

Retailers are forging closer relationships with creators. Retail media networks (RMNs) have partnered with creator networks and social platforms to satisfy advertiser demands for incrementality and stay relevant as shopping becomes more social.

As retail media networks (RMNs) clamor for advertiser budgets, the channel鈥檚 measurement shortcomings are moving into the spotlight. Advertisers cite a lack of cross-platform standardization among their top RMN-related challenges, but an overcorrection on measurement could do more harm than good.

Advertisers in this space may not find X and Meta as appealing, however. X is generally perceived negatively by healthcare and pharma brands and influencers, particularly after a 2022 incident when an imposter account tweeted that Eli Lilly鈥檚 insulin is free. That drove a slew of pharma advertisers to flee the platform or be less active.