As search ad spending continues to expand beyond Google, social networks have begun to look for ways to expand the role they play in their users’ consumer journeys. In most cases, social networks play a useful, but nonessential, role in those journeys.

Key Question: How are social networks looking to make search a bigger part of their user experience (and their advertisers’ spending)?

Key Stat: Advertisers will spend more than $100 billion on non-Google search ads by 2028, per our forecast.