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Information is based on $9 billion in ad spending over 5 quarters for over 1 trillion impressions and 14 billion clicks across multiple countries and industry categories running on the Skai platform on Google, Microsoft Advertising, Yahoo!, Yahoo! Japan, Baidu, Yandex, Facebook, Instagram, Pinterest, Snapchat, Apple, Amazon, Walmart, Instacart, and Criteo.

This doesn鈥檛 necessarily mean that healthcare and pharma brands are advertising less on linear TV鈥攂ut rather that younger people are noticing these ads on digital media, where they鈥檙e increasingly spending time. Weight loss drug ads are a prime example of this trend. Gen Zers see more GLP-1 medication ads on social media (55.3%) than on linear TV (48.2%), per our survey.

NextRoll, in partnership with Audigent, recently used Google's Protected Audience API (PAAPI) advertising tool to generate nearly 5 million impressions in a privacy-safe way. As third-party cookies disappear, this new use case shows that large scale reach is still possible.

The race to attract small advertisers with AI is on: Taboola is the latest ad tech firm to target small businesses in an effort to grow the ad spend pool.

While tech giants Google, Meta, and Amazon will continue to lead in market share, niche players will see the fastest growth. This deck will: Highlight the fastest-growing areas of digital advertising, media usage, and ecommerce to help brands anticipate and strategize around the next wave of digital growth. This deck can help you:.

Why it matters: AI search engine optimization (SEO) is a new and increasingly important strategy as Google expands its AI offerings and tools like Perplexity gain traction. Generative AI (genAI) is the top source for purchase recommendations for 18% of genAI users, per Accenture, above social media at 15% and traditional search engines at 11%.

Zak, take a guess at what the first paid ad is on Google when I search Mattel Brick Shop. Zak Stambor (11:53):. Is it Lego? Sara Lebow (11:54):. It's Lego. They've bought that key word. Sky Canaves (11:57):. Yeah, I think it's really hard to just copy the product, because I think there is something to the product and its quality, and the fact that it's interoperable.

Honor will invest $10 billion to shift from smartphones to AI devices, betting on agentic AI and industry partnerships to compete with Apple, Google, and Samsung.

Disney鈥檚 ad-supported automated inventory goes global: The move unlocks new opportunities for advertisers to capitalize on Disney鈥檚 massive reach.

Amazon is growing into an advertising titan: The company鈥檚 ad revenues jumped 26% in Q3 thanks to football and a strong hold on retail media.

Snap faces ad revenue headwinds despite solid Q4: AI, AR, and creator investments need to deliver as brands seek better ROI in a tight ad market.

YouTube's growth continues: Ad revenues rise, Shorts鈥� outlook improves, and AI tools expand despite challenges from competition and ad blockers.

Google faces a huge challenge鈥攂ut will adjust. Google is already testing new ad formats in its search genAI experience and is as well placed as any company to figure out how to make money on new types of search. Fragmentation of search advertising will accelerate. With plugins and APIs, more sites will be able to introduce powerful, contextual search and advertise against it.

Organizations investing in retail media are prioritizing ads on retailer websites, paid search shopping ads on places like Google Shopping, and social commerce ads on places like TikTok Shop and Facebook Marketplace. Retail media networks looking to capture those ad dollars should focus on what brands want to invest in.

Pascoe believes Google will address any major issues with the Sandbox before moving forward with cookie deprecation. This means adoption of cookieless solutions may be more gradual. 鈥淧eople have to learn to work with it,鈥� he said. 鈥淎nd we鈥檙e willing to help鈥攚e want everyone to figure this stuff out.鈥�.

Amazon鈥檚 AI ad tool adds audio to its repertoire: Amazon merchants can plug their product pages into the tool to create 30 second audio spots.

AI has also been a major obstacle for publishers, forcing them to contend with web crawlers scraping their data without permission and the potential of declining traffic and ad revenues thanks to Google AI overviews. Weekends are also traditionally slower periods for publishers.

Amazon鈥檚 AI can track prices and book trips, pushing advertisers to prep for automation and agent-optimized experiences.

TikTok makes its case: TikTok is pushing advertisers to increase their spending on the platform and is seemingly confident that a deal will be made鈥攁nd some brands are buying in. While a looming ban is causing some advertisers to hesitate, others are increasing spending on the platform. Coca-Cola, Comcast, Google, Amazon, PepsiCo, and Warner Bros.

The updates come on the heels of Google introducing a similar 鈥淪ummarize this email鈥� feature. Both moves make it possible for users to see the contents of an email without opening it, which could affect a key metric for email marketers. What are Apple鈥檚 changes? Users will be able to see AI-generated summaries of emails instead of senders鈥� preheader text.

China-based advertisers accounted for 11% of Meta鈥檚 ad revenues, per the company鈥檚 recent earnings reports. Bank of America also estimates that Temu and Shein alone contribute as much as 2% to 4% of ad spend on Meta and Google. China-based brands are also heavy influencer marketing spenders.

Google and Meta are feeling the impact as Chinese advertisers like Temu and Shein, which account for a sizable portion of their ad spend, pull back sharply. How will tariffs affect the apparel and footwear industries? The apparel and footwear industries are particularly vulnerable to tariffs since the vast majority鈥�97%鈥攐f clothing and shoes sold in the US are imported, mainly from China and Vietnam.

Contextual targeting gives Reddit an edge: The platform is expanding a feature that let advertisers buy space in highly specific comment sections.

And all of these other user oriented AI features that are launching at other digital ad companies like Google with AI overviews, we don't really have a sense of how much revenue those features are adding to what the company is already making. Marcus Johnson:. Luckily net income is doing good things for them.