蘑菇AV

Marketers are cutting branding spend in favor of performance media: Search and retail win as caution dominates strategy.

Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.

This holiday season, retailers can stand out in the crowded ecommerce landscape by using retail media. This approach enhances the shopping experience while creating new revenue streams to offset the challenges of online shopping.

Multi-industry players have the power to redefine the future of commerce media advertising. Unlike in the US, where retailers and FIs typically operate independently, many Latin American retailers act as financial services providers鈥攐ffering credit lines, digital wallets, and other banking products to unbanked and underbanked consumers.

Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It鈥檚 a pivotal time for paid search, with Google鈥檚 ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

To take on retail media giants like Amazon and Walmart Connect, smaller networks need to constantly show what sets them apart and step up their media game.

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.

The Latin American economy is on the upswing, with digital innovation in the driver鈥檚 seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

IAB introduces in-store retail media standards: New guidelines aim to unify ad formats, metrics, and improve measurement transparency.

Looma secures $10 million to expand its in-store media platform: Funding reflects broader industry shift toward in-store retail media as brands seek dynamic in-store engagement.

Publicis acquires Mars United Commerce: The deal strengthens holding company鈥檚 ability to offer commerce media solutions.

Given that more than 80% of total retail sales still take place in stores, retailers are recognizing an opportunity to extend their lucrative retail media advertising programs into physical spaces.

Nearly every major retailer (and many smaller ones) has already launched media networks, but it鈥檚 not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan鈥檚 casinos, RE/MAX鈥檚 real estate websites, and Planet Fitness鈥� gyms.

Spend from current retail media network (RMN) advertisers is showing signs of cooling, forcing RMNs to look to non-endemic advertisers outside their existing ad networks for new ad dollars.