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Seamless integration makes AppLovin an easy expansion for advertisers. The platform allows brands to repurpose existing Meta ads, eliminating the need for additional creative investment. To incentivize adoption, AppLovin has offered ad credits to ecommerce advertisers that spend over $20,000 per day on Meta ads.

鈥淚t鈥檚 not enough to just serve them a targeted Meta ad. 鈥淐apture them when they鈥檙e walking down the street and not expecting it.鈥�. Serving beauty products on a plate. Hailey Bieber鈥檚 beauty brand Rhode has placed its viral lip balm atop frozen yogurt, a spicy Margarita, and buttered toast.

Our take: While a TikTok ban is becoming unlikely, that doesn鈥檛 remove the pressure for Meta to boost Facebook ad revenues and ensure that the platform has enough content being posted to keep users engaged. Investing now in monetization programs and financial bonuses for creators could help grow a teen audience who might be looking for influencers with common ground.

Despite its popularity, TikTok鈥檚 ad revenues are relatively small compared with those of the social behemoth Meta. But CPMs on TikTok are inching closer and closer to Meta鈥檚 each year, per our forecasts

Meta鈥檚 鈥榚pidemic of scams鈥� is only worsening: As platforms fail to combat ad fraud, advertisers must be proactive to protect investments.

The news: Quality control is a growing fear for advertisers as an Adweek investigation found ads from major brands appeared near offensive and inappropriate content. Ads from brands like Amazon and Verizon were found near sexual or racially offensive content on the Android short-form video app XShorts. Our take: Advertisers are increasingly faced with a digital landscape where programmatic ad buying lacks the quality control required to keep up with rapid innovation and demand for ad space鈥攑rompting renewed calls for transparency, verification, and human oversight in automated systems.

Meta would be the biggest winner in a tariff-induced economic slowdown. Advertisers will bet on Meta. Meta is already a must-buy for advertisers: In 2024, Meta accounted for 73.5% of US social network ad spending, or $67.05 billion, per our estimates.

The three largest digital advertising players鈥擜mazon, Google, and Meta鈥攁ll delivered strong results in Q4 but may be running out of room for rapid growth. The latest round of earnings shows the Meta-Google ad duopoly is expanding the pool of potential ad spenders with AI advertising tools, while Amazon will begin licensing out its ad tech to capitalize on a growing retail media market.

While that money goes directly to creators鈥攁s more brands put paid media behind their creator partnerships鈥擨nstagram鈥檚 ad business will benefit. Click here to view our full forecast for influencer marketing spending, by platform. Meta鈥檚 renewed interest in Facebook could help the platform play catch-up. Meta wants to make Facebook cool again.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

On today鈥檚 podcast episode, we discuss the big questions Meta is hearing from advertisers, the interplay of analytics and marketing, and the argument for removing the distinction between brand and performance marketing. Tune in to the discussion with Vice President and Principal Analyst Jasmine Enberg and Chief Marketing Officer and Vice President of Analytics at Meta Alex Schultz.

The combined reach of Facebook and Instagram鈥攖he No. 1 and No. 2 social media networks in Canada鈥攁long with advertising addressability via a single ads manager, solidify Meta鈥檚 position.

Social platforms could see lower ad auction prices if tariffs force Chinese advertisers to cut back. While this may yield short-term gains for domestic advertisers, overall revenue growth could soften. While Meta and TikTok will certainly feel the impact, they may benefit from advertisers consolidating their spend in a few proven major networks.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

This may yield short-term benefits for domestic advertisers, but overall revenue growth will likely soften, especially for Meta, which is most exposed, followed by TikTok with its merchant-heavy TikTok Shop. Nonetheless, cautious advertisers seeking flexibility are likely to look first to proven platforms like Meta when they鈥檙e ready to resume spending.

Meta revenues up 16% YoY in Q1: The company started the year off on a positive note, but tariffs could foreshadow strife.