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Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won鈥檛 happen overnight.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

More ZZZs: Pinterest claims its annual predictions, based on its trove of search data, boast an 80% accuracy rate. In 2025, it expects the 鈥渇isherman aesthetic,鈥� 鈥渘esting parties,鈥� 鈥渃haos cakes,鈥� and more to be all the rage. Gen Z is a key demographic for Pinterest; according to the platform, 65% of its 2025 priorities are driven by Gen Z.

Advertisers increase spend on Google, Pinterest amid TikTok shutdown, Meta鈥檚 content moderation makeover. Google, YouTube, and Pinterest鈥檚 shares of US paid media traffic increased between Q4 2024 and January 20, 2025, while TikTok鈥檚 and Meta鈥檚 shares declined, according to analytics provider MikMak, which analyzed real-time commerce data from 2,000 brand customers and adjusted it for seasonality.

At 68.8 million social network users in 2024, they continue to hold the largest share of each of their preferred social platforms鈥擱eddit, Instagram, LinkedIn, Pinterest, and Facebook鈥攄ue to their size. But Gen Zers are set to outnumber them on Instagram by 2025. Millennials鈥� social platform adoption is saturated, but they still rely on social media for communication, news, and entertainment.

鈥淏ut for Lowe鈥檚, they might be interested in mid- or upper-funnel tactics on Pinterest. For larger CPGs with brand recognition, Google may be the way to go.鈥�. However, restaurants shouldn鈥檛 discount upper-funnel channels like social because of how powerful word-of-mouth can be.

Pinterest reported that Walgreens tested its new Performance+ suite and saw a 55% higher clickthrough rate (CTR) and a 13% lower cost per click (CPC). Taboola鈥檚 Maximize Conversions tool works similarly for the open web, at least for ad placement and bidding. Taboola offers a separate genAI creative tool called GenAI Ad Maker. Finding the right audience (high impact, easy to implement). Why genAI?

Consumers鈥� lack of confidence in social buying has pushed some companies鈥攍ike Meta and Pinterest鈥攖o focus more squarely on shopping ads and other forms of shoppable content rather than pushing shoppers to transact on their platforms.

But a couple of things, I was going to say, Pinterest, look out for Pinterest. Pinterest has been doing an incredible job with a lot of their shoppable media. I think they've specifically mentioned integrating it more into the platform. I think a lot of growth will come from there and they've had success referencing what I said earlier with Gen Z users recently. So look out for Pinterest.

Over the past year, Amazon has launched programs with Meta, Pinterest, Snap, and TikTok to integrate shoppable Amazon ads onto the social platforms. How should retailers get started on the path to unified commerce?

A) Meta B) Snap C) Reddit D) Pinterest. Reddit ad revenues grew by 61.0% YoY in Q1, outpacing the other companies listed. May 29, 2025. True or false: The majority of Gen Zers share their location with friends via mobile. True. Some 65% of Gen Zers share their location with people, per CivicScience, and most of those that do so share it with multiple people. Was this email forwarded to you?

The share of TikTok, Pinterest, and Instagram users who spent $200 to $399 per year while using those platforms is greater than the share of those who spent at least $400. The opposite is true for Snapchat and Reddit. What it means for brands. It has never been easier to drive sales directly from social platforms.

The creator economy asserts itself at SXSW: Panels with creator platforms underscored their crucial place in the marketing ecosystem