Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.

Nearly every major retailer (and many smaller ones) has already launched media networks, but it’s not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

Instead of only relying on pre-scheduled ad breaks, advertisers are finding ways to engage viewers when they hit pause.

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

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.

On today's podcast episode, we discuss what the verdict is on Netflix's sports streaming experimentation and how small and mid-sized advertisers are spending more on CTV ads. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

DoorDash aims to transform how brands connect with customers through two new partnerships intended to make ads more relevant and shopping more personalized.

Repetition can make for a successful campaign, like when Temu played the same ad five times during last year’s Super Bowl and saw a 45% spike in app downloads, per Harris Poll. However, overexposure runs the risk of irritating your audience.

The National Retail Federation (NRF)’s Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers. Even though retail media is huge—exceeding $62 billion in US ad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.

In 2025, digital advertising will be shaped by connected (CTV) consolidation, stricter data privacy measures, and AI-driven marketing. CTV growth may spark mergers, while privacy regulations push brands to rely on first-party data. AI will continue to enhance campaign performance and creativity, transforming how marketers engage audiences.

Virtual product placement surges: Rembrand’s $23M funding fuels growth in AI-driven ad tools, regional targeting, and post-production flexibility.

The influencer marketing industry finds itself at an inflection point in more ways than one, and agencies must adapt to stay afloat.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

EMARKETER clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Mobile ad spending reaches $203 billion: Desktop grows steadily, but its share falls below 25%, reflecting the continued platform shift.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Mediaocean acquires Innovid: $500 million deal merges platforms to challenge google in connected TV and global ad tech.

Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging—rather than alienating—consumers.

67.5 million US households use smart TVs, making it the No. 1 device among connected TV (CTV) households across the country, according to July 2024 data from Comscore.