Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing—but in a period of rapid change and economic unrest, adaptation is key.

Digital video ad spend will increase 14% in 2025: The IAB findings highlight advertisers’ confidence in digital video as a valuable opportunity to meet goals.

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

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.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.

VideoAmp focuses on outcomes as CTV spend thrives: An exclusive EMARKETER interview demonstrates how the measurement challenger is elevating big data.

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.

CTV ad spending to grow 16.8% in 2025: While economic uncertainty and an increasingly fragmented ecosystem remain concerns, CTV promises success.

Meta enhances its retail media tools: New APIs and ad formats aim to drive in-store and ecommerce sales while offering retailers better attribution data.

Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

Vizio boosts Walmart’s retail media edge: New beta program brings exclusive connected TV inventory under Walmart’s direct control.

What do brands need to know about the next wave of digital growth?

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to Friday 5.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.