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This is in line with 26% of US advertisers being concerned that automotive ad spend could plummet as manufacturers adjust budgets due to tariffs, per IAB.

We expect spending in the vertical to grow 15% YoY to $10.5 billion in 2025, outpacing digital and social ad spending. What does it solve? AMT said its platform cuts the time needed to secure an influencer partnership from nine hours to five minutes while simplifying campaign management.

狈别虫迟诲辞辞谤鈥檚 ad growth in Q4 was a bright spot, but 2025 will be a stress test for its business model as it prioritizes engagement over immediate ad revenues. AI will be at the core of 狈别虫迟诲辞辞谤鈥檚 future monetization. Tolia detailed how the company plans to use AI to structure historical user conversations into actionable, monetizable content, creating an entirely new ad targeting mechanism.

There鈥檚 an early mover advantage in generative AI (genAI) for advertising and media strategy. GenAI is reshaping advertising and media planning landscapes. The challenge is to overcome implementation hurdles.

We forecast podcast ad spending to reach $2.71 billion in 2026, an 8.2% YoY increase. Spotify incorporated video into its podcast offerings in June 2024, transitioning away from its audio-only roots. YouTube is the dominant player, with 33% of monthly podcast listeners preferring it versus the 27% who prefer Spotify, per Edison Research. Netflix and Patreon want in.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

Even an influx of new RMNs will not chip away at the share of ad spending allocated to the top two powerhouses. Amazon and Walmart combined will gobble up more than 84% of all retail media ad spending in 2025, representing a pervasive and unyielding dominance within the channel. The share of ad spending allocated to all other RMNs increased by less than 1 percentage point between 2019 and 2024.

CTV鈥檚 share of ad spending, however, lags behind consumer engagement levels. Click here to view our full forecast for US time spent with CTV. GenAI continues disrupting search. Google search results have been showing AI-generated summaries for some queries since May. Other search engines, like Bing, have also integrated generative AI (genAI) directly into their search interfaces.

Why it matters: Third-party verification is becoming essential for platforms seeking ad dollars in a fraud-ridden, brand-sensitive environment. IAS recently uncovered a large-scale fraud operation dubbed Vapor Threat, which used fake utility apps to trigger 200 million daily bid requests before Google shut it down鈥攈ighlighting the stakes for advertisers.

That percentage has likely grown since then as retail media networks fight for more ad dollars and brands seek more first-party data partnerships. 3. More data, deeper insights. Walmart+ members can save up to 10 cents per gallon at these stations, which drives loyalty and encourages repeat visits.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

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.

Show why streamlining platforms are poised to win even more ad dollars. Demonstrate what the future growth of digital versus physical retail will look like globally.

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.

Diversifying ad spend across platforms reduces risk from potential disruptions. Potential alternatives  include YouTube Shorts, Instagram Reels, and RedNote,  which offers a similar user experience but could lack TikTok鈥檚 tight integration of shopping and creator tools.

The growth in retail media ad spending in these three countries will outpace all other formats for years to come. It鈥檚 thus gaining an important place at the ad budgeting table.

We expect 2023 to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders.

After 10 months of ad spending slowdowns, the ad industry has changed: The industry is still growing, but major shifts have advertisers worried.

Marketers may be nervous about increasing advertising spend in an unstable economic climate, but doing so can be a strategic move given that recessions are often followed by periods of prosperity and growth.

Wells Fargo also slashed its advertising spend by 26% QoQ and 8% YoY鈥攁d budgets are often one of the first line items on the chopping block when firms anticipate a downturn. Consumers feel even worse. University of Michigan鈥檚 consumer sentiment index cratered 34% YoY and 10.9% MoM on Friday, and 67% of consumers expect unemployment will rise鈥攖he largest share since 2009.

Why it matters: AI tools are helping brands overcome misplacement that can waste ad spend, damage reputation, and erode consumer trust. Our take: Using AI-driven real-time content analysis ensures ads align with brand values and emphasizes audience interests while preventing placement next to controversial or low-quality content that could damage brand reputation.