Streaming takes nearly half of TV viewing in a new record, driven by sports and major cultural hits, proving live events still dominate TV.

YouTube expands shoppable CTV ads with Google Demand Gen, with new units aiming to convert passive viewing into action without feeling intrusive.

Magnite and MNTN are partnering to expand access to live streaming ads in an integration that opens live inventory to performance marketers new to TV.

Nearly 30% of US marketers prioritize demographic targeting for CTV ads, almost three times more than contextual approaches, according to July 2025 data from Gracenote.

Mexico’s digital ad market is rapidly transforming as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive.

Pinterest shifts to yield; its leadership change reinforces focus on performance, commerce, and higher ARPU.

Brazil’s digital ad market continues to transform as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive in the country’s fast-evolving landscape.

This FAQ outlines what marketers need to know to connect with Gen Z.

Digital keeps growing, but differently; slower growth rates signal market maturity, forcing marketers to prioritize mix, performance, and flexibility.

Golden Globes TV audiences dipped 7% YoY while social buzz hit a record 43M reactions—requiring marketers to adapt.

As streaming services capture an increasing share of both viewership and subscription revenues, this FAQ will help marketers understand the terminology and dynamics shaping video advertising in 2026.

The Olympics and World Cup will propel sports ads to a record year, pushing global spend past $1 trillion.

CTV’s evolution will hit full stride in 2026 amid rising viewership, better measurement, and interactive ads.

Roku and iSpot integration marks tighter CTV attribution loop: iSpot’s product aims to lessen intermediaries between ad spending and performance data.

AI will reshape premium video buying—and NBCUniversal’s proof-of-concept shows agentic systems can unify planning and optimization across linear and streaming in seconds.

At CES, Amazon is repositioning Amazon Ads as a full advertising ecosystem rather than a commerce-adjacent channel, emphasizing unified reach across TV, streaming, live sports, audio, and programmatic partners.

In a year marked by platform volatility, AI acceleration, tariff shocks, and shifting consumer behavior, marketers searched for clarity across EMARKETER’s most-read topics. The top 10 themes reflect where advertiser attention truly moved in 2025. These trends captured the forces reshaping performance, discovery, and measurement: AI-driven optimization, creator-centric social ecosystems, commerce-led advertising, and CTV’s rise as the new premium video default. Together, they tell the story of a market recalibrating around efficiency, accountability, and cultural relevance as marketers prepared their 2026 strategies.