Gen Z and millennials shift to social media: Both cohorts prefer TikTok and Instagram over traditional search engines.

Google and Meta will account for just over 50% of worldwide digital ad spending in 2024, marginally higher than their 47% share in the US market. Amazon’s share will be much lower (8.8%)—although it will be among the leaders in revenue growth.

Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok’s future in the US is uncertain, the social search opportunity remains robust.

Are walled gardens a thing of the past? Shrinking market share and distrust of major platforms is leading to a shift toward open-ended ad solutions.

Over the weekend, thousands of alleged Google Search API documents were leaked. The highly technical documents purport to cover Google’s over 14,000 ranking factors, how link value and click behavior are evaluated, and how Google classifies smaller sites. But for the average marketer focused on building a brand, the news may be more exciting than actionable.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.

AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.

The pandemic gave advertisers in Germany a taste for digital. Digital advertising will see record levels of growth for the next three years—with retail media as the main driver—far ahead of spending on traditional media.

Though platforms like Perplexity, Arc Browser, and Bing have advanced generated search results, Google’s announcement last week that it’s rolling out “AI Overviews” to searchers will likely make AI-written search results the norm. But some marketers say the feature is not quite ready for widespread use.

France’s relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.

Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed.

On today's podcast episode, we discuss how bad "serial churning" has gotten and how to fix it, whether inventing new sports tournaments can work, if Perplexity's "search engine" will threaten Google, the use case for AI computers in your ears, where you can see 16 sunrises and sunsets every day, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.

On today's podcast episode, we discuss what to make of Google delaying the deprecation of third-party cookies (again), what was behind its most recent ad revenue growth, if it can defend its search business from a wave of AI, and what stands out about YouTube's recent performance. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

Google has delayed cookie deprecation once again as it gives marketers and industry regulators more time to provide feedback on its Privacy Sandbox solutions. But that doesn’t mean marketers should be pulling back on post-cookie plans.

Alphabet's Q1 earnings soar past expectations with $80.5 billion revenue: AI leadership and strategic digital services drive a 15% year-over-year increase.

Consumers are using the internet and social media to a great extent for healthcare purposes. Here’s what healthcare and pharma marketers need to know about how online-acquired information influences patient action.

The end of third-party cookies signals a new era for audience targeting, pushing marketers to reimagine segmentation strategies from the ground up. Learn how industry leaders are adapting, using insights based on behavior, preferences, and interactions to forge deeper connections with consumers.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.