Online ads near $1.5 trillion as social outpaces all channels and Meta proves its scale.

Meta and YouTube were ruled negligent in addiction case as the jury claimed the platforms failed to warn youth—raising legal and reputational risks for advertisers.

Baidu posted its sharpest revenue decline on record, with ad revenues falling 18% as AI-generated answers replace traditional search clicks. Ernie Bot now powers responses on most Baidu queries, improving user experience but suppressing monetizable activity—a trend management says will weigh on results into Q4. Competitors like Tencent, ByteDance, and PDD are still growing 20% to 30% YoY, suggesting Baidu’s weakness is structural. While the US market is more diversified, Baidu offers a stress test: AI can reshape search faster than monetization evolves. For advertisers, it’s a reminder that even Google and Microsoft must balance innovation with economic stability.

A US-TikTok deal could be on thin ice again amid heightened trade tensions after President Trump threatened a 100% tariff on Chinese imports. Beijing has promised to respond to the tariffs accordingly—putting the popular short-form app’s US future at risk weeks after Trump signed an executive order to keep the app operational. Brands must recognize TikTok’s ongoing strength as a cultural engine among younger demographics, but continue viewing cross-platform strategies as a necessity, not a nice-to-have.

TikTok is increasing subscription revenue shares for US and Canadian creators, now offering these creators as much as 90% of subscription earnings, per a company announcement. Advertisers should maintain strong partnerships with TikTok creators for their ability to connect with large, engaged audiences, but continue exploring other short-form opportunities in the event that the US-exclusive TikTok app causes an audience exodus or has other unforeseen problems.

Connected TV (CTV) is nearing a third of overall TV ad spending as audiences shift attention to streaming platforms, per Madison and Wall. Linear TV still accounts for around two-thirds of overall US TV ad spending, but CTV increased its share by three percentage points YoY (excluding political ads). The path forward for advertisers depends on balance, not an either-or approach. Audience attention will continue shifting to CTV, making it a critical touchpoint—but with ad reach still low on streaming, linear will remain relevant.

Ahead of an impending US sale deadline, ByteDance-owned TikTok has announced significant growth in Europe, adding 5 million active users YoY and seeing over 200 million EU users monthly. Even as TikTok grows in the EU and other key markets, the platform faces an uphill battle to reassure advertisers amid persistent uncertainty over its US regulatory future.

Despite brands increasing influencer marketing spending, creators are struggling to grow their content business and earn more from sponsorship deals, per Digiday. And while holiday season typically provides a boom, 70% of creators expect traditional sponsored posts to account for under a quarter of their holiday content as focus shifts to performance-driven efforts, according to Collective Voice. Influencer marketing continues its growth trajectory, and the future of the sector relies on how creators adapt to the rise of third-party inventory solutions that divert brand spend away from traditional sponsorships.

The news: Child safety concerns are mounting as several platforms face heightened scrutiny over lacking moderation capabilities. Google settled a lawsuit on Tuesday over claims that it violated children’s privacy through YouTube by collecting personal data for targeted ads without parental consent, though the company denied wrongdoing in its decision to settle. Our take: Heightened scrutiny over where advertisers spend and what they promote is a must-have amid current concerns over child safety online, and brands must practice caution when implementing strategies that could be perceived as targeting minors.

The news: Meta and Google still account for 88% of mobile ad spending despite shifting user habits, per a Moloco report. But while advertiser attention remains firmly focused on Big Tech, those that diversify their media mix could increase financial returns as much as 214%. Our take: As audiences become fragmented across social media, advertisers are increasingly faced with the need to look beyond the big players—but with big tech still commanding attention, a balanced approach is key.

The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research. The average skip time for traditional branded content is 7.9 seconds—but for ads with influencer content, that number jumps to 17.8 seconds. Our take: While a necessary part of the media mix, traditional ads are not enough to drive consistent growth—and partnering with reliable influencers will prove valuable as social media represents a critical path to purchase. Influencer voices are able to cut through the noise of social media.

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.

Marketers struggle with shrinking returns on social media ad spend: A new study found diversification without divestment is key to staying afloat.

VideoAmp gains on Nielsen, partners with Televisa: The company’s Upfront event highlighted the major changes across the measurement landscape.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

Walmart's ad business drives 26% revenue growth: Walmart Connect leads with 30% increase, outpacing Amazon's ad unit.