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Apple has also resumed advertising on X after a 15-month pause, shortly after Amazon increased its ad spending on the platform. While advertisers initially left the platform in light of some of Musk鈥檚 controversial comments and questions over brand safety, major brands and tech platforms including Amazon have returned since Donald Trump鈥檚 reelection.

Study finds 57% of streamers choose AVOD tiers: Consumers seek affordable alternatives amid subscription price hikes.

Our forecast for ad spending in retail media shows the category in a period of massive growth: up 25.9% next year, more than four times the amount of spend compared with five years ago. Retail media will have share of more than 1 in 5 digital ad dollars spent in Canada next year. Persistent ecommerce growth is driving retail media.

Netflix reports 15% revenue growth: Its ad-supported tier and live sports drove success despite slowing subscriber gains.

To turn things around, the retailer recently refreshed its branding and introduced a number of new ways to keep shoppers engaged across its digital and physical channels. Best Buy鈥檚 app now features a home page with tailored content, a 鈥淒iscover鈥� tab where consumers can find new tech, and a 鈥沦丑辞辫 with Videos鈥� section with a curated assortment of videos.

In terms of the shift in ad dollars, the meteoric rise of retail media today parallels the mobile advertising revolution over a decade ago.

Google鈥檚 share of ad spend will fall below 50% while genAI disrupts search. Amazon will keep rising in 2024 thanks to its dominant position in product search. But chatbot-powered search features within TikTok, Snapchat, and Meta will also pull users, and OpenAI continues to refine ChatGPT with new features. To view the full forecast, click here. Digital wallets are firmly set as commerce enablers.

In Germany, investments in digital advertising will be cautious, reflected by an overall ad spending growth rate of just 3.1% this year. The German economy is in a tight spot, with a high risk of recession, causing individual industries to tread lightly. Retail spending will dwarf all other industries.

OTA websites creating audience segments for on- or off-site advertising based on signal data, e.g., retailers or brands promoting luggage and swimwear to shoppers who are researching and planning summer family vacations. Travel companies can offer advertisers the chance to reach consumers across multiple digital touchpoints and captive audiences.