51% of global shoppers say the top reason they shop in-store is to experience products firsthand before buying, according to February data from Criteo.

US sales of private label grocery brands grew 3.9% in 2024, outpacing the 1.0% growth of national brands, according to the Private Label Manufacturers Association (PLMA).

85% of US brand and agency decision-makers consider Nielsen alternatives to be more or just as effective than the legacy currency provider, per a July 2024 Advertiser Perceptions study.

Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2.

This year, we forecast social media company X, formerly Twitter, will see ad revenue growth for the first time in four years, but still only earn about half of what it did in 2021.

Marketing technology and direct marketing were two of the top investment priorities for US B2B marketers in 2024, while SEO and market research were two of the bottom, according to July 2024 data from Sagefrog Marketing Group.

40% of Gen Zers, and 19% of all consumers, have stopped using or purchasing brands who contradicted or reversed DEI efforts, according to a March survey by Ad Age and The Harris Poll.

US creator revenues from social media sponsored content will reach $10.52 billion this year, marking a 15.0% YoY increase, per our March 2025 forecast.

US mobile audio app listeners spend an average of 32.3 hours with Spotify a month, compared with 3.5 hours with Amazon Music, and 0.9 hours with Apple Music, according to January data from Comscore Media Metrix Multi-Platform.

Nearly three-quarters (74%) of US sell-side retail media decision-makers rank creative services as one of the most important services/solutions that retail media networks (RMNs) offer, according to Dentsu’s 2025 Retail Media Industry report.

23% of marketers cite internal budget constraints as their biggest challenge when determining creator compensation, according to a February Traackr survey.

YouTube’s 2.50 billion monthly active users worldwide outnumber those on all other digital platforms, according to our 2024 forecasts and Spotify data.

Nearly three-fourths of Gen Zers discover new media content on social media (72%) and on YouTube (71%), according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory.

71% of consumers worldwide are interested in AI agents that can answer questions for faster customer service, according to December 2024 data from Salesforce.

95% of women characters in US ads are portrayed in domestic and family roles, while only 3% are in leadership roles, according to a March 2025 CreativeX report. In worldwide ads, 71% of women characters are portrayed in domestic roles and 20% in leadership roles.

53% of US Gen Z adults say they have, are, or will participate in an economic boycott—more than any other generation, per a March 2025 Harris Poll.

Almost nine in 10 (86%) US contact center decision-makers are either currently using AI for in-call agent assistance or plan to do so in the next two years, according to January data from ContactBabel and CallMiner.

81% of Gen Z and millennial consumers have switched brands in the past year, according to December 2024 data from Salesforce.

AI agents will likely limit ad opportunities during the consumer journey's consideration stage, but they will allow for more ad opportunities in the awareness stage, our research shows.

52% of US adults use a VPN to protect their IP address, according to a February 2025 CNET and YouGov survey.