The news: Messaging ads are gaining traction as a key opportunity to reach customers at critical moments after Meta debuted ads in WhatsApp. In an exclusive conversation with EMARKETER, Grant Parker, president of omnichannel ad platform Innnovid, offered his take on the future of the messaging medium. Our take: The path forward for messaging ads relies on how well the format integrates with the user experience rather than interrupting it—necessitating that advertisers invest in this opportunity while accounting for consumer attitudes.
The news: Prescription drugmakers spent $2.97 billion on national TV advertising in the frist half of 2025, an increase of 12.2% YoY, per iSpot.tv. The takeaway: Prescription drugmakers went against the current trend—most other industries decreased linear TV spending in the first half of the year, per iSpot. But traditional TV viewing audiences are a prime audience for drugmakers. We forecast 52.8% of TV viewers will be age 65 and older this year, the only age demographic to increase. It makes sense for pharma marketers to focus spending on key audiences, driving awareness and encouraging them to ask their doctors for their brands.
Nextdoor is undergoing a major reinvention, focusing on hyperlocal value with three core features: real-time safety alerts, AI-generated neighborhood recommendations, and curated news from over 3,500 local publishers. The redesigned platform aims to capitalize on shifting work-from-home behavior, verified neighbor identities, and underused local advertising budgets. With 100 million registered users across 11 countries, Nextdoor is uniquely positioned to offer geotargeted content and build ad inventory through increased daily engagement. CEO Nirav Tolia’s bet? Depth over scale. If executed well, the new Nextdoor could become an essential tool for local businesses, publishers, and residents alike—while opening fresh monetization streams.
The Trade Desk will join the S&P 500 on July 18, a milestone that highlights the company’s growing importance in the ad tech space. TTD has recently introduced tools like Deal Desk and AI-powered video placements via Kokai and Rembrand, all while vocally criticizing Amazon’s bundling practices. Despite a 30% YTD decline in stock price, the company’s Q1 revenue rose 25%, and retention remained above 95%. With Ventura OS on the horizon and renewed leadership in place, TTD is positioning itself as a transparent, open-web alternative to Big Tech’s walled gardens—just as it prepares to enter a new phase of institutional visibility.
Generative AI is playing a growing role in video advertising, with 22% of all video ad creative enhanced by genAI in 2024—a figure set to reach 39% by 2026, per IAB. Smaller advertisers are leading the way, using genAI to scale affordable, personalized content. Major platforms like Meta, TikTok, YouTube, and Amazon are fueling adoption with built-in tools that boost ROAS and compress production timelines. While creative speed and flexibility are increasing, many marketers still face hurdles around measurement and platform-level data transparency. As capabilities improve, genAI is transforming video from a production bottleneck into a performance engine.
The news: Fox News is seeing a rise in ad revenues as advertisers look to curry favor with the Trump administration, per a Financial Times report. Advertisers are hoping to reach “an audience of one,” per Fox’s head of ad sales, after it was revealed that President Trump is a regular viewer of the channel. Our take: Ad spending is becoming increasingly political, influenced by who holds power, what media they consume, and how brands position themselves in a partisan media environment. Brands are increasingly expected to take a stance—even if it means aligning themselves with controversy.
The news: The battle for streaming dominance is heating up between Netflix and YouTube, as both look to assert themselves in an increasingly crowded field. The platforms accounted for 20% of all TV viewing time in May, per Nielsen data. Our take: YouTube’s appeal as a (mostly) free platform means it’ll likely continue its dominance—but all hope isn’t lost for Netflix, which continues to lead in paid streaming offerings. YouTube’s ad-supported free model reinforces its lead against Netflix—but Netflix can compete better if it can justify its premium price with exclusive content and an improved user experience.
The news: T-Mobile’s T-Satellite service, which launches July 23, will be accessible to customers of competing networks, unlocking carrier-agnostic reach in areas previously off the grid, per CNET. Because the service supports Verizon and AT&T users via eSIM and compatible devices, T-Mobile’s advertisers gain access to millions of new users—without being locked into one carrier’s ecosystem. Our take: As services like T-Satellite make it possible to connect with customers anywhere—marketers who adapt early will shape the next frontier of mobile engagement. They can expand geofenced campaigns to include off-grid locations and explore partnerships around safety, navigation, and outdoor experiences.
The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.
The news: Meta is refusing to change its “pay or consent“ model in the EU, per Reuters, risking fines to protect its ad-targeting capabilities. The company argues it’s being singled out and that “a user choice between a subscription for no ads service or a free ad-supported service remains a legitimate business model for every company in Europe—except Meta,” per Reuters. Our take: This is a battle for user data, and with the DMA’s prior victories over Meta, it’s one fight that Meta may not win. Marketers should track Meta’s changing compliance stance, prepare for restrictions on user-level data, and consider spending on platforms with fewer regulatory risks.
The news: Spotify is expanding its automated podcast buying capabilities, giving advertisers the opportunity to reach podcast listeners through two automated buying channels. Spotify Ads Manager is evolving to give advertisers in several regions “direct access to premium podcast inventory,” including content from original and licensed podcasts.. Our take: The updates could enable Spotify to increase its share of ad dollars, attracting advertisers looking for more opportunities to reach engaged audiences representing key demographics. But to continue attracting spending, Spotify will need to shift some focus to drawing in more listeners to keep its podcast offerings attractive.
The news: Consumers increasingly see connected TV (CTV) ads as helpful during the holiday shopping season, according to LG Ad Solutions’ latest study. A growing number—59%—say CTV ads help guide holiday purchases, a 43% YoY spike. Home screen CTV ads are clicking—26% of shoppers find them helpful for purchases, up 105% YoY. For advertisers, they’re fast becoming high-impact conversion tools amid rising ad loads. Our take: As holiday shopping habits extend into events like Prime Day and Cyber Monday, advertisers that align messaging, timing, and format across CTV platforms will win both attention and conversions.
Samsung Ads has launched Mobile Conversion, a new tool designed to drive mobile app installs by linking CTV ad exposure to in-app behavior. Using AI, real-time engagement signals, and partnerships with attribution platforms like AppsFlyer and Adjust, Samsung enables advertisers to target high-intent users and dynamically optimize campaigns. Early results show up to 150% gains in Day 7 ROAS. The product leverages Samsung’s massive device footprint and runs on premium inventory, including Samsung TV Plus. While starting with gaming, Mobile Conversion will soon extend to verticals like retail and finance—making CTV a legitimate player in the performance marketing toolkit.
US adults will spend an average of 2 hours and 29 minutes (2:29) per day watching traditional TV in 2025, more than any other media activity, per our May 2025 forecast.
The news: WPP slashed its 2025 outlook in an earnings update, citing declines in client spend and net new business—exacerbating the agency’s turbulence over recent months and sending WPP stock to its lowest point since 2009. WPP now expects an annual revenue decline of 3% to 5%, up from its previous forecast of 2%. Our take: WPP’s woes indicate that the traditional agency model is struggling to adapt to shifting client demands, AI-led marketing, and digital disruption.
The news: Out-of-home (OOH) and TV advertising are outperforming popular channels like connected TV (CTV) and digital across metrics, per a five-year study from Clear Channel Outdoor and Kantar. Our take: OOH and TV advertising will continue playing a critical role in an effective omnichannel strategy, and the most savvy advertisers will recognize the enduring effectiveness of these channels for reaching key audiences when they’re likely to purchase.
A new Adalytics investigation reveals that YouTube served ads from major brands like Disney, HBO Max, and Hulu alongside thousands of pirated films, live TV broadcasts, and exclusive streaming content—racking up over 250 million views. The report highlights systemic failures in YouTube’s content moderation and ad placement transparency, leaving advertisers with little visibility and minimal recourse for refunds. Worse, some studios may have inadvertently paid to retarget users who pirated their own content. As copyright enforcement lags and automation is gamed, brands and rights holders face financial, reputational, and legal risks in one of digital media’s biggest ecosystems.
The news: Fortnite-maker Epic Games settled its antitrust lawsuit against Samsung, ending claims that Samsung and Google blocked rival app stores, per Bloomberg. Epic had accused Samsung’s “Auto Blocker” of preventing third-party app store downloads, alleging collusion with Google. Samsung and Google previously denied wrongdoing, calling Epic’s claims “baseless” and “meritless.” Our take: With Epic’s continued disruption of app store ecosystems, marketers should prepare for a fragmented but freer market—alternative app stores allow more control over promotions, subscriptions, and bundled offerings.
The news: AI-assisted content now dominates Google’s top search results, but pure AI rarely ranks No. 1, according to an Ahrefs analysis of 600,000 pages across 100,000 keywords. It found that most top-ranking content includes some AI input, but only 13.5% was purely human-written. Key takeaway: Google doesn’t care who wrote the content, only whether it’s of good quality. Marketers should use AI to move faster but rely on human oversight to ensure clarity, credibility, and connection. Optimizing content for authenticity, brand voice, and user engagement—as well as generative engine optimization (GEO)—could lead to higher rankings.
The news: TikTok is reportedly exploring a US-only version of the app amid ongoing discussions of a US ban and selloff, per The Information. The new app is said to align with the requirements of the Protecting Americans from Foreign Adversary Controlled Applications Act. Our take: A US-specific app would allow TikTok to potentially regain advertiser confidence in a critical market—but the new app’s success depends on how a new algorithm would impact the user experience.