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Moving on up: In order to keep up with advertiser demand, many retail media networks have begun to offer ad formats across social, CTV, and the open web. 鈥淢arketers are not just looking for a way to drive sales, but to actually build the brand,鈥� said John Paquin, senior director, brand and media, at the Association of National Advertisers (ANA).

On today鈥檚 podcast episode, we discuss how much is too much when it comes to AI-generated ads, the relationship between how much people notice ads versus how intrusive they find them, and the main reason consumers say they feel 鈥渋gnored鈥� by marketers. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analyst Evelyn Mitchell-Wolff. Listen everywhere and watch on YouTube and Spotify.

To help shoppers search more quickly and efficiently, Google has revamped Google Shopping, using AI to deliver more relevant, personalized information, product listings, and deals.

Amid near-nonexistent growth in some key markets, web publishers are being forced to consider radical changes to the way they sell their ads on the open web.

We expect Pinterest鈥檚 US ad business will grow 17.2% in 2024, with revenues of $2.66 billion. That鈥檚 thanks to its partnerships with large outside demand partners, including Amazon and Google, as well as growing traction for its conversion API. Pinterest鈥檚 US ad business will exceed $3 billion next year. Snapchat presses forward with performance, AR, and Snapchat+.

Google is scheduled to phase out its identifiers in 2024鈥攂ut there鈥檚 a caveat: Google has twice pushed out its cookie timeline, so programmatic ad buyers and sellers are understandably skeptical that this process will come to a natural conclusion next year.

On today's episode, we discuss what AI-generated ads will look like, TikTok testing a new AI chatbot called Tako, Formula One finding a new way to advertise on its cars, ESPN offering its channel as a standalone streaming service, what using VR in a car will look like, visualizing the US workforce as 100 people, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of forecasting Oscar Orozco, and analyst Max Willens.

Google captures a solid share of app install spending, both due to its control of Google Play and its large lead in general search. Apple, however, has succeeded in monetizing search in the App Store, which has contributed to slower growth and a diminishing share for Google since 2022. Social media and streaming apps drive rapid growth in video ads.

Meta鈥檚 EU Marketplace ad change shifts power to regulators: The company will allow rivals to buy ads on Marketplace in compliance with EU rules

On today's podcast episode, we discuss what might happen to just a select few traditional media companies, what AI rules might look like, and how a Trump presidency will affect the US ad market. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Gadjo Sevilla, and Vice President of Content Paul Verna.

At the same time, search advertising is closer tied to performance budgets鈥攎eaning many companies aren鈥檛 lowering their Google spending all that much. 鈥淪nap鈥檚 strong association with AR has made it especially difficult to navigate the headwinds,鈥� said Insider Intelligence principal analyst Jasmine Enberg.

The US鈥� second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.

Pinterest allows Amazon to sell inventory via Amazon Ads, further connecting social and retail media. Meta and Amazon are testing Amazon product sales inside Instagram and Facebook. The partnership between X (formerly known as Twitter) and Google demonstrates what happens to platforms struggling to attract sufficient advertisers. Some of these companies appear dominant in their respective markets.

For Google and Meta, this revenue stream is a small piece of the pie, but for Apple it鈥檚 the whole pie (mobile app install ad spending via the App Store will account for 97.3% of Apple鈥檚 ad revenues in 2023). Apple is so dominant in this one sphere that it is already on the way to becoming a global ad publishing giant.

In fact, all FAANG companies (Facebook, Apple, Amazon, Netflix, and Google) except Facebook are among the top 15 US OOH advertisers, according to Kantar and the Out of Home Advertising Association of America.

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.

On today's episode, we discuss why CEO Susan Wojcicki is leaving YouTube, the company's top concerns at the moment, and what the future holds. "In Other News," we talk about ads for Apple TV+ and a startup that is attempting to improve ad measurement. Tune in to the discussion with our analyst Evelyn Mitchell.

鈥淢easurement is the fuel that powers smart decision-making,鈥� our analyst Evelyn Mitchell-Wolf said during a recent webinar. As advertisers navigate the rise of walled gardens and the challenges of the open web, leveraging a multi-layered measurement stack becomes essential for building successful campaigns.

Programmatic advertisers face a yearlong road filled with potholes as Google slowly deprecates third-party cookies in Chrome. Some will continue hand-wringing; others will double down on new testing opportunities. But spending won鈥檛 let up. Key Question: Will cookie deprecation disrupt long-standing spending dynamics in programmatic advertising?

Its entry into smart glasses will bring opportunities for new content and campaigns optimized for contextual ads and immersive experiences.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.