Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Meta and Roblox show how teen safety has become a priority: A year of heavy scrutiny from regulators has prompted similar platforms to overhaul protections.

After experiencing downturns in recent years, social CPMs are on the rise again in the US, per our forecasts. That’s a sign that brands could invest more in social media ads amid optimism about the economy.

Trump spent less on social media and won anyway: An established political brand and shifting social landscape reduced the need to lean on social platforms.

High-income consumers are more likely to discover new brands or products in-store, but they typically make the final purchase online.

Election spending caused CPMs to surge: Faced with high costs and a noisy environment, brands experimented with new channels.

Meta’s strong earnings have one dark spot: Slow user growth made investors flinch as competition for consumer attention peaks.

The definition of open-source AI now requires transparent training data, giving Meta incentive to clarify what information it feeds Llama.

The tool could shift users away from Google and Bing, embedding AI search across Meta’s ecosystem and unlocking fresh ad revenue streams.

By integrating Reuters content, Meta aims to enhance its AI’s credibility and drive ad revenue while carefully reentering the news domain.

The feature aims to boost safety, but Meta’s troubled data practices may have already eroded users’ trust.

Meta and Google enjoy political ad spend boom: The ad duopoly is effective for reaching consumers en masse, but TV spending shifts hint at big changes.

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Havas Lynx’s global healthcare influencer offering reflects channel shift: Marketers increasingly devote resources to digital channels that physicians are engaging with, like social media.

Meta introduces new brand safety tools: Brands can now mute comments and block profiles on ads.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.​

We expect social commerce sales in the US to reach $101.38 billion this year, driven by existing buyers increasing their spending. While social commerce plays a smaller role in holiday shopping, it's popular among Gen Z, who are more likely to make purchases influenced by creators. TikTok and Facebook are the top platforms, with apparel brands poised to benefit the most.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

The European Court of Justice ruled that Meta and other platforms can’t use sensitive personal data for ads, a move that challenges current adtech business models.

By teaming up with banks, Meta aims to crack down on fraud and restore user trust amid rising concerns over scams on its platforms.