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The year started with a flurry of commerce media news, from Meijer Media expanding into off-site channels to Microsoft鈥檚 new ad capabilities.

Kantar Media is sold for $1 billion as measurement heats up: Private equity sees a big opportunity in the rapidly changing landscape.

This year鈥檚 Olympics were a major opportunity for marketers, both on TV and connected TV (CTV) and on social media. The Games only come around every two years, but the marketing lessons are applicable long after Paris鈥檚 crowds have cleared. From a push for generative AI (genAI) to athletes becoming creators in their own rights, here are five takeaways from the Summer Olympics.

Linear TV is no longer a growth industry, so marketers should start preparing for a future where more and more of their TV-style spots go to OTT platforms. CTV is picking up the slack, resulting in a combined market that will grow from 2024 through 2027.

On today鈥檚 podcast episode, we discuss the next waves to hit the streaming world: which platform will emerge as the streaming hub, how will 鈥渃ontent tiers鈥� change viewer behavior and subscriptions, and can streaming maintain sizeable enough audiences for awards shows and Presidential debates? Tune in to the conversation with Director of Podcasts and host Marcus Johnson, our Senior Editor Daniel Konstantinovic, and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

Conversely, the number of US adults using over-the-top video services will jump from 254.2 million this year to 270.6 million by 2028. What鈥檚 next: The separation is good news for Peacock, which has seen significant revenue gains in recent quarters thanks to sports content like the Paris Olympics and can spend aggressively without linear鈥檚 decline dragging it down.

Digital users in Quebec鈥攎ost of whom speak French as their first language鈥攈ave unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.

"Severance" drives record Apple TV+ engagement: The streamer saw a 126% surge in new subscribers, proving the impact of high-quality original content.

Warren urges DOJ to investigate Disney鈥檚 Fubo acquisition over competition concerns: The senator warns the deal could eliminate a key streaming rival, raising prices and reducing consumer choice.

Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers鈥� focus on off-site spending intensifies.

Only 18% of consumers have ever asked their doctor about a drug ad: But when they do, many patients walk away with a prescription for that medication. We explore how pharma marketers can get the most out of their ad campaigns.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

Each generation navigates its health journey differently. Here鈥檚 what marketers need to know about tailoring their strategies to reach Gen Zers, millennials, Gen Xers, and baby boomers at each stage.

Netflix sets record with 8.6% of TV viewing as sports fuel broadcast growth: While streaming dominated at 42.6% market share, NFL and college football content helped push broadcast TV up 5% in January.

And that's really a lot of this sub OTT platforms. The Max's the Netflix's the Disney+'s, so that's where a lot of this time is coming from. Ethan Cramer-Flood (08:09):. I don't know if you mentioned, but so CTV is up over two hours now. So you mentioned it was at 59 minutes just a few years ago. Now it's well over two hours. Oscar Orozco (08:16):. Well over two hours. Marcus Johnson (08:17):. Okay.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

Disney+ Hotstar to stream Coldplay鈥檚 record-breaking India concert: The event signals its push beyond sports to premium live entertainment.

Retail media networks (RMNs) have a lot of data and a healthy amount of inventory. But selling on-site inventory to advertisers can be complicated. Connecting retail media data with off-site ads on places like social networks and connected TV (CTV) is even more complicated. RMNs can鈥檛 do everything related to selling and serving ads on their own, especially if they want to capitalize on off-site placements.

While teens retain digital habits from childhood (such as a strong preference for YouTube), their newfound independence and desire to connect with peers has led them to new habits.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

Although linear TV can鈥檛 be dismissed just yet, and CTV has a ways to go before claiming its crown, here are three key 2024 milestones that attest to its growing ad power.