Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media’s popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn’t without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

US ad market grows 14% YoY in July: While spending continues, the industry remains cautious amid economic uncertainties and election-year volatility.

Consumers spend most of their daily digital time with mobile devices—and ad spending reflects that. But as viewers shift to ad-supported tiers and streamers add inventory, connected TV (CTV) is closing in.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

This year’s Olympics were a major opportunity for marketers, both on TV and connected TV (CTV) and on social media. The Games only come around every two years, but the marketing lessons are applicable long after Paris’s crowds have cleared. From a push for generative AI (genAI) to athletes becoming creators in their own rights, here are five takeaways from the Summer Olympics.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. “It's on TikTok where Kamala is really shining,” said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris’s social media and campaign strategy.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

Advertisers won’t have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren’t going anywhere.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Consumers are turning to their TVs for holiday inspiration: 43% of connected TV (CTV) users say TV ads offer useful information on holiday shopping, and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions.

An evolved form of omnichannel retail, adaptive retail tailors shopping experiences to meet the specific wants and needs of each customer by offering convenience, personalization, and a seamless shopping experience no matter how they choose to shop.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

On today's podcast episode, we discuss how the time we spend with media is changing—a double milestone for digital and mobile, when time spent watching CTV will catch up with linear TV, and why social media time will fall for the first time ever. Tune in to the discussion with host Marcus Johnson, director of forecasting Oscar Orozco, and forecasting writer Ethan Cramer-Flood.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

TV accounts for 54.8% of US Black consumers’ weekly time spent with media.

The year is nearly halfway over. As we prepare for H2, our analysts have been hard at work debating some very specific—and potentially unlikely—predictions that could play out in the coming months. Everything from retail media standardization to drone delivery to AI partnerships is at play over the rest of 2024. Here are some of our analysts' hottest takes.