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Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what鈥檚 next for search, social, streaming, and retail media.

With profits down and factories years away, Foxconn says tariffs are a major obstacle for companies navigating rising costs and supply chain instability.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities鈥攁nd draw attention from YouTube.

Its deep discounts and open-source push are reshaping the industry, challenging incumbents to make AI cheaper, smarter, and more widely available.

Tariffs are destabilizing Hollywood鈥檚 growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

The tests: In an effort to regain momentum, Target is piloting several initiatives aimed at boosting sales and protecting its margins. Our take: Target isn鈥檛 standing still amid its challenges鈥攂ut it isn鈥檛 clear if its latest moves will resonate with consumers. It鈥檚 encouraging to see Target establish an 鈥渁cceleration office鈥� to push innovation forward. But with consumer budgets under strain, finding the right formula won鈥檛 be easy鈥攅specially given the stiff competition it faces from Amazon, Walmart, and others.

The news: Amazon will bring inventory from Roku to its demand-side platform (DSP), the two announced at Cannes Lions, starting in Q4 2025. Our take: Amazon鈥檚 Roku partnership is a well-timed announcement to convince advertisers to stick with their CTV ecosystems even amid tightening budgets.

Pharma companies sidestepped the Trump administration's broad tariff orders: It鈥檚 a pharma win for tariffs, but the president鈥檚 comments on foreign tax breaks and manufacturing reshoring demands still signal potential for challenges ahead.

Shrinking federal cyber teams mean softer defenses for everyone. Businesses must reinforce their own walls and ensure security to maintain trust

US consumers will spend $3.2 billion on flowers this Mother鈥檚 Day: While NRF鈥檚 forecast is flat YoY, florists face tighter margins as tariffs drive up costs.

The news: Auto parts maker Marelli filed for Chapter 11 bankruptcy, making it one of the first high-profile casualties of the Trump administration鈥檚 tariffs. Our take: Not all of Marelli鈥檚 problems can be blamed on tariffs. But tariffs and uncertainty have a way of magnifying the cracks in a company鈥檚 business鈥攃racks that will become harder to paper over the longer the Trump administration sticks to its hardline tariff policies.

Go further: Read our Asia-Pacific Ecommerce Forecast 2024 report.

Walmart will invest $6 billion in Mexico this year: The move could protect it from growing anti-American sentiment.

US sales on Shein and Temu fell sharply following price increases: The decline is an unwelcome sign as both marketplaces fight to stay relevant with shoppers.

DoorDash makes $3.6 billion bid for Deliveroo despite global economic uncertainty: The delivery company hopes to broaden its international reach at a time when consumers are cutting restaurant spend.

But its megadeal with Worldpay and FIS will transform its business and expand its revenue opportunities

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

The trend: Consumer packaged goods brands are prioritizing profitability as macroeconomic headwinds reshape consumer behavior. For example, Kimberly-Clark is selling a majority stake in its international tissue business to Suzano and P&G is cutting roughly 15% of its global nonmanufacturing workforce. Our take: While short-term headwinds may be driving CPG companies鈥� actions, portfolio reassessment is a valuable exercise in any economic climate. Those that take the time to find efficiencies that enable them to emerge stronger and more agile will be better positioned for long-term success than companies simply focused on cutting costs.

Revolut reached over $1 billion in profits with strong subscription and wealth performance.

Shoppers worldwide are flocking to online marketplaces and social commerce for convenience, variety, and competitive pricing. While price remains key, brand trust is becoming a major factor in certain markets. As these platforms drive discovery and sales, brands must adapt to stay competitive. Here are three ways digital shopping habits are evolving among consumers worldwide.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

The trend: Younger generations continue to prioritize wellness more than older consumers and are purchasing products across a range of health and well-being categories. Our take: Sharing practical tips and advice is helpful, but brands and marketers can further stand out on social platforms by replying to users鈥� comments and questions within a post. Building partnerships with wellness influencers is essential, and it鈥檚 important to find creators who have real-life experiences that are relatable to the targeted audience.

Bristol Myers Squibb partners with BioNTech on new cancer drug: It鈥檚 the latest in a new class of cancer treatment drawing billions in dealmaking, which promises hope for cancer patients鈥攂ut also likely higher drug prices.