These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

Retail media advertising is the next big trend in digital advertising, driven by the surge in ecommerce spending and brands’ desire to target consumers close to the point of purchase.

Healthcare and pharma ad spending remains the smallest ad-spending category in the US due to restrictive compliance laws that make it difficult to target audiences, but the legalization of cannabis has helped bolster spending.

Travel is the sixth-largest industry in terms of ad spending in the US this year, according to our newest estimates. Rising competition and a strong economy are prompting travel companies to increase their ad budgets to capture a larger market share.

Financial services firms are increasing their digital budgets, particularly for mobile, to target young consumers.

Healthcare and pharma ad spend is growing at a similar pace to other verticals, but FDA regulations and strict privacy laws restrict overall budgets.

Thanks to rising competition and a strong economy, travel companies are increasing their digital ad budgets.

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.