Shein and Temu pull back US digital ad spending, shift to Europe: The change shows how geopolitical tensions trickle down to business operations.

CTV ads reach less than 20% of households: The findings indicate that advertisers need a more strategic approach to capitalize on CTV’s massive potential.

Tariffs drive ad pullbacks: Temu and Shein reduce US ad spending ahead of policy shift, signaling fallout across ecommerce and social platforms.

Tariffs may reduce US social media ad spend by $10 billion in 2025, or 10% versus our existing forecast.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

Global ad spend slows compared to initial expectations: The downtrend is attributed to stagflation, looming recessions, and intensifying tariffs threats.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

Modelo’s college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

Pinterest’s AI-driven ad strategy and shopping expansion drive Q4 growth: Revenue surges 18% YoY as Gen Z engagement and ad performance improve.

LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.

Financial institutions (FIs) will burst through the financial media network (FMN) door first cracked open in 2024. Chase made headlines in April by announcing its new ad business, followed by PayPal in May. They’re the most high-profile FIs to do so yet, signaling that FMNs could be a meaningful new revenue stream for the financial services industry.

Organizations will prioritize governance in 2025 as they ramp up genAI investments in pursuit of business transformation.

Consumer payment method choice will expand in 2025 as real-time “pay by bank,” iPhone NFC access, and digital credentials take center stage. And financial media networks will turn more payment providers into marketers.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to EMARKETER’s forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to EMARKETER’s August 2024 forecast.

The number of companies with more than $1 billion in annual US connected TV (CTV) ad sales jumped from two in 2020 to five this year. In a recent EMARKETER webinar "CTV Watch: How Streamers Compare in Time Spent and Ad Revenues,” our analyst Ross Bones explained the top trends in CTV viewership and ad spend.

PayPal Ads offers unique ad targeting via transaction data: Access to PayPal’s 400 million users aims to transform digital advertising for small and medium-sized businesses.