As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.

The news: Pinterest will host high-performing influencer content posted on affiliate shopping platform LTK, automatically bringing popular images from the platform to Pinterest, according to The Verge. Pinterest also hired Chip Jessopp, former Amazon director of global accounts and ad tech sales, as head of programmatic, per Digiday. Jessopp will help Pinterest create new demand channels while scaling its programmatic abilities. Our take: Pinterest’s moves could better position it as a legitimate competitor in digital advertising and a promising growth area for influencers and marketers—giving the platform more legs against social commerce giants like Meta and TikTok.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media—and which parts of each might fare best and worst.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

Strong Q1 ad results show resilience: But AI, tariffs, and antitrust pressures will reshape how and where marketers spend in 2025.

On today’s podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest’s latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

With AI tools creeping into shopping, Google could borrow Pinterest’s discovery model to stay relevant in design, DIY, and fashion search.

Social media usage in Canada continues to grow, but it’s spread across a wider range of networks. Meta’s Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.

Pinterest’s Q1 involved strong user and global revenue growth: US monetization, though, could be under pressure moving forward.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

AI detection and watermarking could improve the user experience but deter brands and creators from experimenting with the technology.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

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.

Trump’s “Liberation Day” tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US—along with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?