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B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

Google鈥檚 Q4 revenue fell short of estimates for the first time in two years: Strong growth in AI and cloud services highlights its shift beyond ads.

Amazon is weaving shoppable video ads into its Rufus AI chatbot, creating a frictionless way for brands to capture shoppers' attention and drive conversions within search results

OpenAI hopes the Super Bowl can boost usage: Its first-ever spot coincides with a rebrand and rollout of ChatGPT search.

The travel industry set the pace for digital ad spending growth from 2021 to 2023, but its annual increases will now decelerate significantly. Growth will lag the national average for the next two years, though it won鈥檛 collapse entirely.

Tech giants are restructuring to pour resources into AI, signaling leaner ad budgets and a growing reliance on automation-driven customer engagement

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

Lacking organic traffic, several publishers have moved to offer paid campaigns in the form of search engine marketing or trademark plus campaigns鈥攚hen a publisher works with a brand to create content that uses keywords the advertiser wants to rank highly on. That has concentrated more power in the hands of agencies.

Generative AI search engine Perplexity said it will launch ads in Q4, but the platform will need to win over advertisers and convince them their search ad spend will go further than it does on Google.

Amazon and Walmart are search advertising鈥檚 growth engines: The latter is a distant second to the former, accounting for nearly 4 in 10 non-Amazon retail media search ad dollars this year.

The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.

Organizations will prioritize governance in 2025 as they ramp up genAI investments in pursuit of business transformation.

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.

GenAI has already transformed ad targeting by making it easier to find the right people in the right places with the right content. This report explains which use cases are most impactful and easiest to implement.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

Google still dominates search in the US with 87.3% of the total referral traffic, according to February data from StatCounter.

Over half (57.8%) of US consumers prefer to use Google search over AI platforms like ChatGPT when they need a factual answer, according to a December 2024 survey from Pearl conducted by Censuswide.

Retail media鈥檚 growth will continue to be fueled by two complementary advertiser needs: the need for measurable sales, and the need for privacy-compliant data that can be used to reach consumers at the top or middle of the purchase funnel.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

In the short-term, SEO professionals shouldn鈥檛 stress about the Google antitrust results. This outcome is a big deal for Google but won鈥檛 change marketers鈥� day-to-day workflows. 鈥淣o court can magically shift a market where Google controls 95% of search,鈥� said Dr. Pete Meyers, principal innovation architect at Moz.e Microsoft and AT&T. There鈥檚 no clean way to split off text ads from core search,鈥� he said.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.