Our take: The tariff escalation is more than a headline鈥攊t鈥檚 a structural shock that could reshape global consumer demand and ad spending for the remainder of 2025 and for years to come. While there鈥檚 still room for negotiation, our forecasting team believes the psychological toll on consumer and business sentiment could be just as impactful as the tariffs themselves.
On today's podcast episode, we discuss what's fueling the social ad spending upswing and what to watch from each of the major social platforms. "In Other News," we talk about advertisers' level of caution in returning to X (formerly Twitter) and why New York City is suing the social media giants. Tune in to the discussion with our analysts Minda Smiley and Max Willens.
Traditional media ad spending is on track to be a net positive over time. In megamarkets like the US and China, traditional media has nearly become an afterthought for many advertisers. But that鈥檚 not the case in most other markets. Traditional ad spending will increase by 2.2% worldwide this year, and its long-range trajectory is once again upward.