Not every trend gets the headline it deserves. Our analysts spotted three undervalued ad mediums (in games, shoppable media, and ride-share companies), each holding an opportunity for advertisers to diversify their spend, explore formats, and identify untapped audiences. Here are the ad forecast trends you need to know.

Financial services marketers have had to do more with less as digital ad spending slowed over the last two years. But economic optimism has them ready to reopen their wallets.