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Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

The company doesn鈥檛 source from Canada and has 鈥渕inimal鈥� imports from Mexico. Mattel has also spent recent years broadening its supply chain. It now sources products from seven countries and expects China to represent less than 40% of its global toy production this year, with Mexico accounting for less than 10%.

North American retail net sales dropped 7% to $3.0 billion, below the expected $3.08 billion, driven by lower volume and unfavorable price realization and mix. The company鈥檚 divestiture of its Canada yogurt business also shaved 1% off net sales. Adjusted per-share profit fell 15% in constant currency to $1.00, though it still beat analyst estimates of 96 cents.

Key clients: eBay, Ikea Canada, Heineken, Xbox, Hellmann鈥檚. Retail media and ecommerce. Retail media is the fastest-growing ad category we track, and it is expected to remain that way through at least 2028. This year, we expect US retail media ad spending to grow by 26% YoY to $54.48 billion. It will continue growing at annual rates above 20% through 2028, when it will top $128 billion.

Our take: The incoming Trump administration鈥檚 mandate to raise tariffs on China, Mexico, and Canada has already resulted in China banning rare mineral imports to the US, putting companies like Nvidia on the defensive. 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.