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Both companies are increasing ad spend in Europe, especially in the UK and France鈥攁lthough such relief may be short-lived, given that both countries are also considering crackdowns on de minimis imports.

Shein and Temu pull back US digital ad spending, shift to Europe: The change shows how geopolitical tensions trickle down to business operations.

That represents 9.4% of total digital ad spend, up from 8.9% in 2023. This trend is expected to continue this year. In France, Germany, and the UK鈥擡urope鈥檚 three biggest markets鈥攔etail media ad spending will grow in 2025 by 20.4%, 19.6%, and 19.1%, respectively, per our forecast. Ad buyers are forming long-term partnerships with RMNs.

UK brands running "dull" advertising need to spend an additional 拢13 billion (about 拢10 million per campaign) to match the performance of emotionally engaging, creative approaches. In the US, this figure balloons to a staggering $189 billion in wasted media spend.

We forecast programmatic display ad spending for six major markets: Canada, China, France, Germany, the UK, and the US. Programmatic display ad spending will grow the fastest in Western European countries this year. These markets are regaining momentum after inflation and an energy crisis depressed ad spending growth in 2022 and 2023.

Digital ad spending will increase slightly faster this year than in 2022, but the bump will be minimal. Total media ad spending growth will roughly hold steady. But there are parts of the world where spending is surging.

The threat of recession is holding back digital ad spending in Germany, particularly in influential industries like automotive. If the worst case can be avoided, though, 2024 offers promising signs for growth.

We forecast that digital ad spending will rise just 4.5% in Western Europe and 4.9% in the UK this year. The Europe turnaround came even though Facebook lost users in the region in Q2. Daily active users were flat at 307 million, and monthly active users fell to 409 million from 411 million, per Meta data. This was originally featured in the eMarketer Daily newsletter.

Its in-house ad platform, Netflix Ads Suite, is now available in all ad-supported markets, including the US, UK, Japan, Brazil, and Germany. From cautious to confident: Netflix鈥檚 ad chief Amy Reinhard said the company is moving beyond its "crawl, walk, run" approach, signaling it now sees itself as a full-fledged adtech player.

Global B2B digital ad spending to reach $48 billion by 2026: Growth driven by digital adoption and emerging market expansion.

KEY STAT: One-third of UK adults haven鈥檛 used AI due to data privacy concerns, per a March 2023 KPMG survey. Only one other factor鈥攁 preference for human interaction鈥攚as more likely to stop UK adults from using the tech. GDPR fines are increasing鈥攂ut are they significant enough?

Retail media will account for about 1 in 5 digital ad dollars this year. That鈥檚 about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028. Retail media ad spending growth in 2025 (19.7%) will be more than double the growth in digital ad spending (8.8%). Over the five-year span leading to 2028, we forecast a 134% gain in the channel overall.

Google and Meta will account for just over 50% of worldwide digital ad spending in 2024, marginally higher than their 47% share in the US market. Amazon鈥檚 share will be much lower (8.8%)鈥攁lthough it will be among the leaders in revenue growth.

The format will grow its share of digital ad spending much faster in Mexico than anywhere else in the world between 2024 and 2028, per our forecast. At which time, retail media will account for almost a quarter of its digital ad market鈥攁 figure far greater than those from more digitally advanced economies like the UK and France鈥攁nd only 3.6 percentage points behind the US鈥� 28.5% share.

Retail media is the primary channel for incremental digital ad dollars. Retail media is in heavy growth mode at scale. In 2022, retail media made gains on other digital advertising formats like display and search. It also surpassed the Canada TV ad market for the first time. Retail media is the fastest-growing digital ad segment.

Thanks to Instagram, about 1 in 5 digital ad dollars will still go to Meta this year. But its share of the market peaked in 2020鈥攖he same year the Federal Trade Commission (FTC) filed a lawsuit against the company to force it to divest Instagram. Google has also made some shrewd acquisitions.

We're starting with the UK government's recent TikTok ban on government devices. Yes, indeed. On the 16th of March, the UK government put into immediate effect a ban on the use of TikTok on any government device. Here's the Secretary of State Oliver Dowden via Sky News announcing to the House of Commons the reasoning for this ban. Oliver Dowden:.