蘑菇AV

The platform is tackling hateful content with AI-driven moderation and adding non-user content to attract local advertisers.

Retail media revenues, with rich margins estimated to be over 70% from selling ads on-site, have cemented retail media鈥檚 place in ecommerce strategies by helping offset thinner margins. Evaluating a retailer鈥檚 success requires context beyond dollar amounts. Today, most of the spending on retail media is allocated to ads on retailers鈥� websites.

With origins in performance advertising and a focus on efficiency, retail media is likely to remain resilient, even amid an economic upheaval exacerbated by US tariffs. However, impacts won鈥檛 be evenly felt, leaving some players better positioned to withstand headwinds.

Unilever invests big in social channels: The company plans to spend half of its media budget on a new strategy that puts influencers front and center of its marketing.

Our annual Trends to Watch report for Canada highlights expected developments in the country鈥檚 media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

TikTok ad revenues are expected to make up 15.1% of total social network ad spending in 2025, up more than $3 billion from 2024, per our forecast. A ban means that this spending will likely be distributed across other social media platforms, requiring brands to reconsider their marketing approach.

The company鈥檚 focus on AI, data-driven planning, and performance marketing has resonated with large advertisers, giving it a competitive edge over WPP. What it means for WPP: The loss of Coca-Cola鈥檚 US media business adds to WPP鈥檚 ongoing struggles, including weaker-than-expected earnings and a stock price decline to a four-year low.