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While WPP recently acquired InfoSum as part of its AI push, its clean room approach missed the mark as advertisers demand identity-based activation beyond anonymized insights. YoY revenues for GroupM, WPP鈥檚 media investment group, also declined by 0.9% due to client losses and weakness in China.

This is helping boost digital ad investments across all industries. Retail is No. 1 for total spend, while consumer packaged goods (CPG) is No. 2. Retail鈥檚 digital ad investments鈥斅�6.74 billion ($8.38 billion)鈥攚ill far surpass those of all other industries in 2024. The CPG industry will be the next biggest spender, trailing retail by 拢1.98 billion ($2.46 billion).

DoorDash is strengthening its media network through new ad products and the acquisition of tech company Symbiosys, aiming to help brands reach consumers both on and off its platform.

Walmart Connect revenues climbed 24% YoY in Q4, helped by a roughly 50% increase in the number of marketplace sellers using the retailer鈥檚 ad capabilities. With the Vizio acquisition, Walmart is set to become an even more attractive destination for ad dollars: We expect its US ad revenues to grow 28.9% this year to $4.99 billion.

Because I think audiences these days, they know creators do brand partnerships, they know things are ads. Most of the comments on our ads are like, "Wow, this was a pretty good ad. I watched the whole thing." Because I think, when you get into the space where you have this intimate relationship with your audience, you're selling a lifestyle.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, Temu and Shein get a scare, consumers use buy now, pay later (BNPL) apps to discover new products, and Super Bowl viewers don鈥檛 really care about ads for AI products or services.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

47% of restaurant operators plan to add discounts, deals or value promotions this year: But McDonald鈥檚 disappointing results highlight the challenges of that strategy.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

As retail media evolves, ad placements off-site and in-store will help grocery advertisers reach shoppers in new and more engaging ways, but consumers may not be in a spending mood as credit card balances grow and savings accounts shrink. If Amazon can get grocery right, it may be able to fight off losing share to Walmart. But if the Kroger-Albertsons merger goes through, it could change everything.

Deepening the challenge: RMNs that depend on investment from CPG advertisers will face headwinds in 2025, as the industry鈥檚 digital advertising spend is set to grow just 6.1%, a stark slowdown from the double-digit growth that defined 2023 and 2024, per our forecast. In 2025, RMNs that make up the long tail of ad spending will face harsh realities.

The year started with a flurry of commerce media news, from Meijer Media expanding into off-site channels to Microsoft鈥檚 new ad capabilities.

Here鈥檚 how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers鈥攊ncluding Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart鈥攁ccording to the attributes they value most.

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.

From avatars to real-life purchases: Roblox鈥檚 branded worlds deliver deeper consumer interaction and emerging 3D ad standards for marketers.

Social media platforms鈥� ad offerings are increasingly geared to retail and consumer packaged goods (CPG) advertisers. Thanks to their outsized spending on social鈥攁s well as the retail media ambitions of many retailers鈥�advertisers in these two verticals are exerting significant influence on how these platforms are evolving their ad products. Social search has 补诲惫别谤迟颈蝉别谤蝉鈥� attention.

The platform also aims to expand its advertiser base internationally. Go further: Read our Influencer Marketing Agency Ecosystem 2024 report. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.