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Click here to view our full forecasts for US programmatic direct nonsocial digital display ad spending and US real-time bidding (RTB) nonsocial ad spending. But PMPs have also gained share of programmatic budgets. In 2020, PMPs and the open exchange each accounted for about half of nonsocial RTB ad spending.

This deck provides an overview of the travel sector in ecommerce, including forecasts for sales growth, digital ad spending, and KPIs. It also highlights consumer shopping behaviors, research trends, what鈥檚 changed since last year, and the influence of technology on purchase decisions.鈥�

We forecast the number of US crypto payment users to jump 82.1% between 2024 and 2026鈥攖hough they will still account for only 2.6% of the US population in 2026. Click here to view our full forecast for US cryptocurrency payment users. Sources. Autoweek. CBS News. CNET. IAB. KFF. Nielsen. PwC. The Budget Lab at Yale. University of Michigan.

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). Ad spending on YouTube will be up over 750% in 2025 versus 2015.

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�

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.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

According to November 2024 research from Pentaleap and Colloseum Strategy, Amazon and Walmart (the two largest RMNs by ad spending in the US) have a significantly higher penetration of small brands relative to other retailers in the study, at 58% and 46%.

In the US, sales via social commerce are on track to exceed $100 billion by 2026, fueled by increasing buyers and spend-per-buyer, particularly on TikTok Shop. Amazon has partnered with social platforms, seeking to ease the path to purchase for products discovered on social that can be fulfilled by the company.

US consumers will average 1 hour, 25 minutes per day with digital audio in 2025鈥攋ust 2 minutes shy of their daily time spent browsing social media, per our forecast. But while social networks will account for nearly a quarter of total US media ad spending, digital audio services will represent just 1.8%.

While TikTok is a dominant force in short-form video advertising, the platform鈥檚 legal status in the US remains unresolved. It looks more likely that TikTok will stay in the US market, but Meta鈥檚 Reels, Snap鈥檚 Spotlight, and Pinterest鈥檚 AI-powered discovery ads are all positioned to capture potential ad spend shifts if TikTok faces more regulatory challenges.

How TikTok is faring: TikTok reassured advertisers about its longevity despite US ban threats, launching Pulse Core (ads targeted alongside content organized by trends, holidays, and custom user-generated content) and expanding Pulse Premiere, which places ads alongside videos from vetted publishers like Warner Bros. Discovery.

WPP recently lost Coca-Cola鈥檚 US and Canada media business to Publicis Groupe, though it retained global media duties. Losing Coca-Cola鈥檚 US business still dealt a major blow, exacerbating WPP鈥檚 struggling stock price鈥攚hich declined to a four-year low鈥攁nd ongoing investor skepticism.

As retail media鈥檚 share of digital ad spending continues to grow, brands that have not yet sorted out how their national, trade, and shopper dollars fit together will fall behind their competitors. Smaller RMNs will have to get better at telling their story. Small- and midsize advertisers remain open to experimenting with RMNs.

Our take: If digital ad spending growth slows, creators could see smaller ad-share payouts from YouTube. Diversifying both content length and income sources could help creators adapt to economic changes and platform pressures.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.

Streaming is dominating US viewership, accounting for 43.8% of total viewing time, per Nielsen, and most of the time spent streaming is coming from YouTube and Netflix. Free ad-supported streaming television (FAST) channels are showing promise, with broadcasting media company MediaCo noting 18% YoY growth in its FAST viewer base. AI-powered tools are transforming marketing.