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Search dollars move to social. While using social for search isn鈥檛 new鈥擥en Z has preferred researching brands on social media over search engines since 2020, according to GWI Core鈥擡nberg predicts that platforms will account for more of traditional search budgets in 2025.

Many advertisers have already optimized their Google search spend. As search behaviors continue to shift away from traditional search engines, retail media and social platforms will likely pick up more lower-funnel spending. With or without a TikTok ban, Snapchat is poised to capture more ad spending in 2025 as new ad formats like Sponsored Snaps and Promoted Places ramp up.

By then, retail media will make up more than 40% of search ad spend, and nearly 20% of display ad spend. In total, the channel will come to represent nearly one-third (28.5%) of all dollars spent on digital advertising, a 10.5-point increase compared with 2024.

Social network ad spending will continue to lag behind search ad spending. But it will retain a firm grip on the title of second-largest digital ad spending channel through the remainder of our forecast period. We expect that social network ad spending in the US will exceed $100 billion in 2025, one year earlier than previously estimated.

Retail media will account for more than one-quarter of search ad spending in 2024. Retail media search continues to grow healthily and will remain the channel鈥檚 bedrock. Retail media search ad spending will account for 62.2% of retail media ad spending in 2024.

Google will attract the majority of traditional search ad spending in the near future. Google鈥檚 search ad business will be more than 10 times bigger than Microsoft鈥檚 in 2024, per our forecast. The search giant will bring in $62.87 billion in search ad spending this year, or $1 in every $2 US marketers spend on search ads, by our estimates.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here鈥檚 how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

Google expands ads into AI Mode: But marketers lack visibility into performance as analytics gaps persist.

This is the Q1 2025 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.鈥�

This is the Q1 2025 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.鈥�

This is the Q1 2025 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.

This is the Q1 2025 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.

This is the Q1 2025 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.

The news: Microsoft Advertising now enforces policy compliance at the asset level鈥攁d headlines, descriptions, and images will be reviewed individually. If one element violates policy, the rest of the ad can stay live, as long as the minimum required approved assets remain, per MarTech. Key takeaway: Marketers should embrace modular creative strategies, ensuring each individual asset is in compliance. Build campaigns with redundancy in approved elements to maintain uptime, and monitor flagged assets to quickly respond and ensure ad integrity.

The news: Google鈥檚 search dominance is slipping as AI innovations threaten its ad business. Its global web visits declined 1% YoY in April, according to Similarweb data published by AdWeek, compared with 182% growth for OpenAI鈥檚 ChatGPT and 181% for Perplexity. Google鈥檚 searches on Safari also dropped for the first time ever in April. In March, about 77% of all Google searches that triggered an AI Overview garnered zero clicks, which could dissuade advertisers from spending on the platform. Our take: As AI transforms search and keywords become less important, publishers and brands may need to rethink strategies for how their content is discovered and how they attract search users. AI-optimized content will likely become the next battleground for visibility and performance.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

On today鈥檚 podcast episode, we discuss how Google embedding an AI chatbot into search changes things, why Anthropic鈥檚 Claude API could reshape search, and why tech companies might not be the winners of the AI search war. Join Senior Director of Podcasts and host Marcus Johnson, and Senior Analyst鈥檚 Gadjo Sevilla and Evelyn Mitchell-Wolf. Listen everywhere and watch on YouTube and Spotify.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.