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On-site monetization is largely contingent on a retailer鈥檚 website traffic, which creates another barrier. Large, multicategory retailers, and those with strong marketplace strategies, have a built-in advantage when it comes to potential advertisers and ad inventory supply. Early-stage RMNs still have room to grow on-site.

A $40 billion funding round could boost its value, but mounting pressure from Big Tech and nimble rivals threatens to outpace its growth.

鈥淲e鈥檙e seeing more retail media spend coming into the programmatic ecosystem,鈥� said Lashanne Phang, vice president of mobile and native monetization at mobile ad tech provider PubMatic. She added that these ad buyers鈥� interest was not just limited to open exchanges but extended to more premium inventory in private marketplaces or via curation.

Snapchat could also be a strong contender for large creators, thanks to its Snap Stars monetization program. Audience demographics and creator tools also help determine which platform is the best alternative. Creators will go where their primary audience is. But they will also consider which platforms have strong, easy-to-use content creation tools.

I mean, it's a huge deal, and I think if you think back to some of the comments that Netflix's CEO Ted Sarandos just gave a couple of days ago talking about how Netflix is actually a better place for monetization than YouTube is for creators. You can see just how intense this competition is and how important creators are to this overall entertainment ecosystem now.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Discord expands ad offerings: The company is launching Video Quests for mobile in June 2025, incentivizing ad engagement with in-game rewards as it broadens its advertiser appeal beyond gaming.

However, users could become frustrated with Threads鈥� growing focus on monetization and be pushed toward ad-free platforms like Bluesky. 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.

鈥淚n 2025, brands are expected to embrace full-funnel strategies that incorporate both on-site and off-site channels,鈥� said Melanie Babcock, vice president of Orange Apron Media and monetization at The Home Depot. 蘑菇AV 1 in 5 (20.9%) US retail media dollars will go to off-site formats this year, up 41.1% over 2024, per our November 2024 forecast.

Snapchat has also struggled to emulate TikTok in the same way that Instagram Reels and YouTube Shorts have, though it recently expanded its creator monetization program to lure more creators to the platform. Smaller platforms will see spending boosts鈥攂ut their overall share of social ad spend will shrink. Smaller social platforms are having a moment.

Our take: Reddit's advertising transformation represents a delicate balancing act between monetization and maintaining its distinctive community culture. The platform's evolution in 2025 will be driven by three key factors:. Continued refinement of ad products and measurement capabilities to match mainstream platforms like TikTok.

Bluesky has pushed back on ads and monetization, but could easily make Flashes the avenue for ads and shopping content along with user-generated content. A new photo-sharing platform could entice users and advertisers responding to calls to boycott Meta and its platforms.

The network's strategy of combining star athletes with entertainment personalities is likely a first step of many to come in touting its substantial rights investment鈥攂ut there could be hurdles effective monetization.

Google, OpenAI explore ads: The moves indicate that ads will be a crucial part of how AI search engines generate future revenues.

OpenAI鈥檚 technology will not be used to write or report stories but will instead 鈥渂uild a system for creation, distribution, and monetization of our journalism,鈥� Axios CEO Jim VandeHei wrote in a memo to employees. In turn, OpenAI will gain access to Axios content to enhance answers for GPT Search, which will feature links to sourced articles.

Improved monetization of its user base, then, will make up the difference. After surpassing $100 for the first time in 2024, we expect TikTok鈥檚 US average revenue per user (ARPU) to rise 20% YoY in 2025, to $131.79. It will exceed $152 in 2026.

Investment in localized advertising teams could accelerate the monetization of international audiences. Enhancing navigation and search capabilities can improve user retention and advertiser appeal. Building on the strong adoption in Europe and beyond and focusing on revenue growth is viewed 鈥渁s one of the big opportunities as we head into 2025." Squires said.

Stricter age restrictions and bans on unauthorized gambling links take effect March 19, reflecting both child safety concerns and shrinking sports-betting ad revenue.

鈥淚f you鈥檙e using the right technology, you鈥檙e creating the right environment, and you鈥檙e enhancing monetization, that鈥檚 good for everyone.鈥�. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

A long-term brand partnership is still the most lucrative and sustainable monetization tactic for most creators. It can also be a lower lift than some of the more demanding direct audience monetization tactics like subscriptions and merchandising. Sources. CreatorIQ. Ipsos. Mavrck. Teachable. The Influencer Marketing Factory.

Create new revenue streams from the monetization of data. Large-scale retailers can leverage comprehensive customer data as the foundation for retail media offerings with advanced targeting capabilities. Why does unified commerce matter? The path to purchase is no longer linear.

Amazon takes full creative control of James Bond: The $1 billion deal signals a new era of more frequent and potentially experimental Bond content.