Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.

Video consumption behaviors are shifting across generations, according to a Deloitte study. Over one-third (35%) of overall consumers spend more time watching video on social media than streaming platforms. For cohorts like Gen Z, that figure is even greater: 58% of their time with video is spent on social media. Advertisers must adjust their definition of “TV” to account for different preferences for digital video consumption and adapt budgets accordingly.

Latin America’s digital ad market is transforming as new formats, channels, and players emerge. Understanding the market forces, challenges, and opportunities driving these shifts is key to staying competitive in this fast-evolving landscape.

In today’s episode, we explore whether MrBeast’s pivot from giving away money to managing it marks a natural evolution or a red flag and if we looking at the rise of a financial services super-app that competes with banks—or a NerdWallet-style affiliate play that sells Gen Z customers to other financial service providers? Join the discussion with host and Head of Business Development Rob Rubin, and Principal Analysts Tiffani Montez and Max Willens.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

The news: YouTube’s global reach is rewriting entertainment power dynamics. Creator-led channels now rival and surpass traditional studios, signaling a shift from centralized production to audience-driven storytelling. That dominance extends beyond mobile screens and into the living room. What this means for brands: Half of the top 10 YouTube channels cater to kids and families, offering reliable spaces for brand-safe storytelling and high retention, provided that compliance with child privacy rules is prioritized. Brands that treat creators as strategic media partners—not just influencers—will command trust, deeper engagement, and measurable ROI.

This benchmark covers how ad buyers can calibrate their digital ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their total media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

After years of athleisure dominating closets, denim jeans are back in the spotlight. As brands reinvest in fit, quality, and cultural relevance, the US denim market is set to reach $21.5 billion by 2028, according to Euromonitor International.

Netflix and iHeartMedia are discussing a deal that would allow the popular streaming platform to license iHeartMedia’s video podcasts, shortly after Netflix inked a similar deal with Spotify, per Bloomberg. An expanded video podcast portfolio will unlock new opportunities for marketers if Netflix chooses to sell ad space on podcast content.

Disney channels, including ESPN and ABC, have officially been removed from leading pay TV platform YouTube TV after Disney and Google failed to resolve a distribution dispute. Even as YouTube TV gives subscribers access to a large number of non-Disney channels, its ad effectiveness could be harmed without as broad of a sports portfolio—necessitating cautious investment.

Big media acquisitions and streaming integrations will contribute to consolidation in connected TV (CTV) ad spending.

Canada’s mediascape continues to change as new formats attract younger and older users alike. The GMI report for Canada is a deep dive into the country’s shifting habits relating to time spent with media, media adoption, and device ownership.

US media habits show a split between heavy streaming and enduring live TV. Gaming, immersive tech, and short video add complexity, making the market both advanced and fragmented.

At the Marketecture conference, MiQ’s global VP of strategy and partnerships, Moe Chughtai, said advertisers are finally connecting platforms like Meta, YouTube, and TV through clean room technologies that enable unified measurement. Traditional marketing mix models are being replaced by one- to three-month measurement cycles that allow for real-time optimization and smarter KPI alignment. The result: advertisers can move beyond isolated reporting and toward integrated, cross-platform performance strategies that strengthen confidence in ROI.

From short-form videos to AI-driven targeting, this report reveals how each generation assesses digital ads and whether they act upon them.

As brands level up their influencer marketing efforts, agencies in the space have more opportunities than ever. But they’re grappling with a landscape that is often competitive and convoluted, all while navigating the impact of AI and other shifts.