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Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn鈥檛 being taken seriously, so it鈥檚 unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

Acadia acquires Crush to expand Amazon-first capabilities: The deal reflects growing demand for full-funnel retail media solutions.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

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.

In our exclusive survey, CPG and general merchandise ad buyers shared their opinions of retail media network attributes across metrics including traffic, targeting, and ad cost.

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

Advertisers have higher expectations for retail media networks: That鈥檚 fueling a wave of updates from Best Buy, Instacart, and DoorDash.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Partnerships between retail media networks (RMNs) and connected TV (CTV) platforms are giving brands access to better data, more shoppable ad options, and a full-funnel approach that drives results. These collaborations can make targeting smarter, shopping easier, and measurement clearer, helping advertisers prove their effectiveness.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon鈥檚 ad partnerships with the social platforms start to pack a punch.

Retail media networks (RMNs) are using APIs to give advertisers more control over the management, measurement, and optimization of their campaigns.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.