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This adds on to the US鈥� recently proposed ban on Russian- and Chinese-made parts in connected cars and any vehicles that contain hardware or software made in those countries. Russia鈥檚 moves: The Russian government is reducing or removing its citizens鈥� access to platforms as well, including blocking Google-owned YouTube and end-to-end encrypted messaging app Signal.

Why it matters: Media companies are especially exposed to shifts in consumer behavior and ad spend鈥攁nd both are now under pressure. Ad budgets face new headwinds. As costs rise, consumer brands in retail, tech, and CPG may scale back marketing鈥攂ad news for platforms like Netflix, Disney+, and Roku, which increasingly depend on advertising. Content spending will tighten.

And this is despite the fact that it has been banned in some highly populous countries (including China). YouTube also leads all other digital platforms for US time spent. US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each).

The timing is critical given Samsung, OnePlus, and Chinese brands like Xiaomi, Oppo, and Honor are pushing aggressive new designs, AI features, and custom ecosystems. What鈥檚 Google trying to fix?

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

YoY revenues for GroupM, WPP鈥檚 media investment group, also declined by 0.9% due to client losses and weakness in China. While CEO Mark Read affirmed that President Donald Trump鈥檚 tariffs did not upend client spend or directly affect WPP, he did note that tariffs 鈥渨ill impact a number of our clients as well as the broader economy.鈥�. What鈥檚 next for WPP?

Google and Meta are feeling the impact as Chinese advertisers like Temu and Shein, which account for a sizable portion of their ad spend, pull back sharply. How will tariffs affect the apparel and footwear industries? The apparel and footwear industries are particularly vulnerable to tariffs since the vast majority鈥�97%鈥攐f clothing and shoes sold in the US are imported, mainly from China and Vietnam.

China creates an artificially high global figure. There鈥檚 always more to data than meets the eye. The digital penetration rates of retail and advertising in the three Gulf countries appear low, but when it comes to ecommerce, it鈥檚 often better to use a global average that excludes China.

The company has slowly been testing live shopping in the US with a select group of brands since late last year, hoping to replicate the success of its Chinese counterpart Douyin. Ad dollars continue to shift to the platform. TikTok executives, who spoke across two separate panels, said 15% of all product discovery now takes place on TikTok, as #TikTokMadeMeBuyIt reaches 46 billion views and counting.

The search giant has benefited from intensified competition due to aggressive ad spending by Chinese retailers like Temu and Shein. Their substantial increase in ad expenditure has notably boosted revenues for tech giants and heightened the competitiveness of Google's ad auctions. This surge highlights the delicate interplay between robust marketing and sustainable business growth.

Chinese ecommerce players Temu and Shein disrupted the digital advertising market in 2023 as they competed to attract online shoppers by bidding up keywords鈥攑articularly in apparel and accessories and home goods. But Temu has also been on a global tear, expanding to nearly 80 countries since early 2023. It has diversified ad spending accordingly to acquire customers in new markets.

Programmatic ads will account for 91.1% of digital display ad spend in the US this year, compared to 80.7% in China, according to our forecast. Overall display ad spend in China is also far lower. It will hit $84.62 billion in 2023, about half of total spend in the US. 3. Native spend is high, but it鈥檚 losing share.

But they also indicate that advertisers investing heavily in SVOD and ad-supported video-on-demand platforms like Netflix and Hulu might need to rethink their ad spend. Our take: The shift represents the need to restructure how advertisers reach their target audiences.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

In its Q1 earnings, the company said ecommerce advertisers in China were a big driver of advertising spending. While this Shops update only applies to US businesses, we鈥檇 expect Meta to make some updates to its China-based offerings. 4. Yahoo. Yahoo partnered with Pear Commerce to bring shoppable consumer packaged goods (CPG) ads to its demand-side advertising platform (DSP).

The UK is only behind China when it comes to retail ecommerce as a proportion of total retail sales. That鈥檚 why retail will be 拢1.98 billion ($2.46 billion) ahead of the pack when it comes to digital ad spending, at 拢6.74 billion ($8.38 billion). Digital growth in other industries is affecting retail鈥檚 market share, though.

Methodology: eMarketer estimates for US dollar ad spending include the impact of the weaker local currency in 2022 for the UK, Eurozone, Argentina, Turkey, and Russia.

Canada leads all countries except China in retail media鈥檚 share of digital. All the countries we forecast have seen tremendous growth in retail media in the past five years. But Canada is No. 2 globally, largely due to Amazon鈥檚 dominance in the market. (China鈥檚 vast lead in this metric is proportional to its position in ecommerce鈥檚 share of total retail.). Read the full report.

Canada leads all countries except China in retail media鈥檚 share of digital. All the countries we forecast have seen tremendous growth in retail media in the past five years. But Canada is No. 2 globally, largely due to Amazon鈥檚 dominance in the market. (China鈥檚 vast lead in this metric is proportional to its position in ecommerce鈥檚 share of total retail.).

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.

Key Stat: YouTube鈥檚 2.50 billion monthly active users worldwide outnumber those on all other digital platforms despite being unavailable in China, the biggest market in the world. This report can help you:. Develop media strategy and allocate budget for campaigns (brands and agencies).

India is also a major battleground for Meta, whose platforms are banned in China, and Google. TikTok is also banned in India, meaning Meta鈥檚 Reels and YouTube shorts can compete for short-form video attention.

Under the moderate tariff scenario, total ad spending would reach approximately $407 billion, with only the heavy scenario triggering an actual year-over-year decline in total ad spending. "Even in a heavy tariff scenario, top-line digital ad spending, looking at it from a year-over-year growth standpoint, would still grow 4.5% year-over-year," said our analyst Oscar Orozco. Digital channel divide.

For context, China (40.1%) and the US (39.7%) will account for the bulk of retail media ad investments, each raking in roughly $55 billion in spending. Mexico is an emerging retail media powerhouse. We expect advertisers to allocate more than $1 billion to retail media in Mexico for the first time in 2025.