Connected TV (CTV) and streaming services will make new inroads this year to further capture audiences and enhance offerings to marketers. Precise measurement and predictable buys are giving those that opted out of linear TV the confidence to invest in streaming.

Nielsen earns a big measurement accreditation: Its Big Data + Panel product will help it remain on top in 2025 Upfronts.

X hopes video can reverse declines: A video tab is part of the company’s bet to attract users and advertisers.

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.

Don’t count Roku out: The CTV provider hit 90 million US households, cementing its leadership even as the sector undergoes major consolidation.

The Consumer Electronics Show (CES) starts tomorrow, but companies have already begun announcing their latest consumer technology innovations. Here are two recent announcements and what they could mean for retail media.

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.

Increased time spent on CTV, social video’s shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Marketing measurement is changing fast, with new tools making data collaboration, privacy compliance, and cross-channel insights easier than ever. To stay competitive in 2025, marketers will need to find smarter ways to connect fragmented data and uncover deeper insights into the customer journey.

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.

After a slew of technical failures during November's Mike Tyson vs. Jake Paul boxing match live stream, advertisers are more aware than ever of what can go wrong during a popular event. And with Netflix's "NFL Christmas Gameday" just around the corner, which will feature Beyoncé performing during the Ravens vs. Texans halftime show, brands can strategize to make the most of a potential broadcast outage.

Roku wants to open the CTV door for small and midsize brands: A partnership will allow brands to repurpose ads designed for social media to run on its platform.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to EMARKETER’s forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.