蘑菇AV

It could also mean experimenting with AI search ads where available and testing formats such as sponsored related questions. Go further: Check out 5 Charts on the State of GenAI Search.

Google鈥檚 share of the total search ad market is declining thanks to the rise of retail media. But its share of the traditional search market (which excludes retail media search ad spending) is actually increasing, per our forecast. Perplexity is currently the only major AI-first challenger to monetize with ads.

GenAI is already shaking search advertising, and tariffs threaten further disruptions. But YoY growth in US search ad spending should fare better than other channels in the moderate tariff scenario. Our projected growth of 6.9% is just 4.1 percentage points from the 11.0% growth we expect with light tariffs.

The strategy: Google is combining its various technologies including visual search, advertising data, and shopping to make YouTube Shorts a stickier short-form video alternative to TikTok and Instagram. Key takeaway: Visual search can drive more contextual engagement on YouTube Shorts than what TikTok or Instagram offer.

Ad performance risk: With fewer human shoppers browsing, retail media and search ad traffic could dip鈥攊ntensifying competition for premium placements near agent-generated results. Content overhaul: Standard product detail pages may lose influence if AI鈥攏ot humans鈥攊s driving decisions, forcing retailers to rethink how they present and structure product content.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, and paid listings, and excluding display-oriented formats on social

That limits the scale of growth both companies can expect from their search advertising businesses. Consequently, we believe that retail media search ad spending will enter a period of relatively muted growth beginning in 2025, when it will increase 15.5% YoY. Growth will decelerate every year through 2027, when it reaches 12.2% YoY. Search ad density varies widely across RMNs.

TikTok rolled out Search Center, an AI platform housed in TikTok Ads Manager that simplifies buying search ads with keyword suggestions and measuring tools. It also added a series of analytics offerings designed to expand TikTok鈥檚 creator ecosystem. Library of content: It introduced TikTok One Content Suite, which can find user-generated videos that mention a brand鈥檚 product or name.

Google must not operate an ad exchange for 10 years post-sale, and it must open its ad-buying tools (e.g., AdWords) to third-party providers on equal terms. It鈥檚 also asking Google to share DFP data with competitors and stop using first-party data from YouTube, Gmail, Search, Chrome, and Android for unfair ad-targeting advantages.

The US search ad market will reach $143.13 billion in 2025. Google's market share decreased from 63.9% in 2015 to 52.2% in 2025. Average consumers use five different platforms for search. Social platforms like Meta AI could easily surpass ChatGPT in monthly users. Myth 2: Only the biggest players will succeed. Reality check: Significant growth opportunities exist beyond Google, Meta, and Amazon.

The consolidation strengthens Similarweb鈥檚 presence in search advertising by enhancing ad monitoring and tracking ad rankings, ad copy, keyword reach, and trademark use, per Martech Cube. Terms of the acquisition were not disclosed. 鈥淭his acquisition is another important step in our mission to make digital data more actionable, operational, and indispensable,鈥� said Or Offer, Similarweb鈥檚 CEO.

The DOJ pushed for a gradual, multi-stage implementation plan for DoubleClick, while requesting Google opens ad buying tools like AdWords to create a level playing field with Google for third-party vendors 鈥渙n non-discriminatory terms.鈥�. Julia Tarver Wood, the DOJ鈥檚 lead lawyer in the case, stated that leaving Google with 鈥�90% of publishers beholden to them is, frankly, too dangerous.鈥�

TikTok is the latest to court advertisers with new search ads, but other players will also vie for spending in this space. Amazon鈥檚 ad revenue growth proves the importance of retail media. Accounting for 71.5% of total UK retail media digital ad revenues in 2024, Amazon provides a good barometer of the wider retail media space.

Advertising professionals need to dig into the AI tools that will fare best for their applications, whether that鈥檚 agentic AI, deep research models, or search. Ad agencies that ensure the human touch will stay ahead of the pack and top of mind.

It鈥檚 far more difficult to prove the ROAS of an out-of-home activation than something like a search ad, which can provide immediate and attributable conversion. 71% of marketers identified advancements in analytics, attribution, and measurement models as their greatest opportunity in 2025, according to an October 2024 NCSolutions study.

As platforms refine their new tools and features, consumer behavior and retail search ad formats will evolve. The social search ad trend is starting to surge. TikTok is the latest platform to court advertisers with new search ads, but other players will also vie for spending in this space. GenAI is changing the game across the media spectrum.

Use this chart: Marketers can use this chart to illustrate that Google is still the go-to source for factual searches, suggesting Google SEO and search ads should remain a priority. However, the chart can also be used to show the emergence of alternative search channels, which should be factored into search strategy. Related 蘑菇AV charts:.

Current efforts include rebranding Search Ads to Apple Ads; the company could build its offerings by expanding ads across services like Apple Maps and providing an ad-supported TV offering. Our take: Apple鈥檚 Services miss highlights the company鈥檚 slow rollout compared to other tech giants.

But despite its small size, travel is an important player in search advertising, and its idiosyncratic approach to social and mobile advertising stands out. Key Question: How much will the travel industry and its subcategories spend on digital advertising this year and through 2026?

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

DoorDash is also enhancing its own search ad products as user behavior shifts from browsing to searching. 88% of consumers use retail site search, per a July 2024 Disqo survey. "The way in which people use our app has shifted," said Espinosa. "Whereas when we launched the business three years ago, everything was about building an Instagram-type ad experience.

Social search is growing, fueled by consumer behavior and AI鈥攁nd so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn鈥檛 the same as traditional search. Here鈥檚 what advertisers should know.

Temu is testing search ads, which could create a large enough revenue stream to offset the impact of the de minimis changes and tariffs. However, moves by China to restrict companies from investing in the US could limit these retailers鈥� ability to build out a local supply chain, although for now existing commitments are unaffected.

Retail and search ad formats will also grow 10% to reach $167 billion, and social media formats will grow 11% to $92 billion. The news comes after one of the highest-performing years of ad sales growth in recent history. 2024 sales reached $380 billion, per Magna, growing 12.4% YoY鈥攐r 9.9% when excluding cyclical events like elections鈥攁nd rising 13% in Q4.

TikTok introduces Search Ads Toggle, allowing advertisers to reach high-intent users and improve RoAS: Clinique and DIBS Beauty report increased conversion rates and decreased CPA.