Dentsu forecasts the global advertising market will surpass $1 trillion for the first time in 2026, growing 5.1% and powered by digital channels that will capture nearly 69% of total spend. Retail media leads with projected 14%–16% growth, while online video and social also expand double digits. Major global events—including the Winter Olympics, FIFA World Cup, and a packed political calendar—will drive attention and pricing pressure across markets. APAC remains the fastest-growing region, led by India and China, while the US will represent about 40% of worldwide spend. For marketers, algorithm-first planning, advanced measurement, and early tentpole buying will be critical.

Publicis Groupe’s 100th-anniversary film, “A Lion Never Gives Up,” blends live action with 4,500 AI-generated images to retell the company’s evolution and project its future. With more than half its workforce now in data, engineering, and AI, leadership says the next era will reward companies that fuse creativity with machine-driven operational scale. The film lands as Omnicom’s acquisition of IPG reshapes the competitive field, and Publicis argues its AI maturity gives it an edge in a more concentrated market.

Uber partnered with ad measurement firms Kantar and Adelaide to launch a custom attention metric for in-ride ads and Uber Eats checkout screens, the companies announced Tuesday. The partnership is Adelaide’s first custom, platform-specific attention metric partnership. As the ad industry inches toward universal standards, Uber’s launch shows the challenges in creating a one-size-fits-all approach. Even post-standardization, advertisers will have to navigate an ecosystem with multiple platform-specific offerings.

Premium media delivers measurable value: Ads that integrate smoothly into trusted environments boost purchase intent by 40% and trust by 85%.

Connected TV (CTV) attention metrics (AUs) declined between 2024 and 2025, but remain strong overall, according to our industry KPI data provided by Adelaide. Even with slight declines in effectiveness, Adelaide’s findings prove that CTV is relatively unmatched in capturing audience interest, cementing its position as a key touchpoint for brands looking to connect with broad audiences.

On today’s podcast episode, we discuss Reddit’s most interesting recent development, if Snap’s emphasis on attention can help it bounce back, and whether Reddit can earn a permanent seat at the table for bigger brand budgets. 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.

Instagram is currently testing a picture-in-picture (PiP) viewing option for Reels that will allow users to watch the short-form service outside of the Instagram app. Instagram is reportedly prompting a small number of users to test the option, which includes a toggle for PiP in Instagram’s playback settings. While it’s a late move for Instagram, PiP Reels will extend the platform’s role beyond active scrolling, letting advertisers reach consumers during passive moments, unlocking a critical advantage in a crowded social landscape.

The news: Two-thirds (66%) of consumers in the Southeast Asia (SEA) region ignore repetitive ads when they are shown on a single platform, per a report from The Trade Desk. Gen Z respondents were over twice as likely (57%) to feel irritated when exposed to repetitive ads compared with other demographics. Our take: Ads often need to be repeated to boost brand recall, putting advertisers in a tricky position of balancing brand recognition while not frustrating consumers. But there are approaches marketers can take to address the fatigue issue.

The news: A Snapchat, WPP Media, and Lumen study unveiled key insights on the growth of attention-based metrics as key indicators of ad success. Even 5% more attention can double brand perception. Attention was 8 times more effective than view-through rates for predicting brand recall and 4 times more effective at determining brand favorability. Our take: Snap is looking to be a leader in a metric that advertisers are increasingly paying attention to—but on the back of a lukewarm quarter, can Snap’s emphasis on attention help it bounce back?

Snap’s attention metric shows the measurement maturing: The platform aims to capitalize on advertiser demand for new ad effectiveness signals.

The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel

Attention measurement is maturing: The hotly sought-after metric is getting industry standards thanks to the IAB and MRC.

When it comes to mobile marketing, SMS is a timely approach to bringing brands closer to their audience.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

In January, our EMARKETER Daily newsletter team made some advertising and marketing predictions for 2024 on everything from AI to attention metrics.

Marketers face major barriers in measuring campaign success. Privacy regulations are mounting, Google has given consumers the choice to opt out of third-party cookies, and an expanding array of digital channels make tracking the customer journey difficult.

Attention metrics can be applied throughout the campaign life cycle to minimize waste and facilitate performance. Get up to speed on how attention works and what offerings are in-market.

Attention metrics are gaining popularity as marketers seek ways to diversify their data and measurement strategies.

Consumer attention is fragmented and getting shorter. At the same time, digital ad spend growth is slowing following a pandemic surge. That means marketers must be agile and strategic with their spending.

With attention metrics, advertisers can measure how long a person views an ad, what actions they took during that period of time, and how they felt or thought about it both while it was happening and after. To collect and measure consumer attention, marketers can use biometric data, attention-based data signals like dwell time or scroll speed, and cognitive or emotional feedback.