B2B digital ad spending growth is accelerating in 2026. Although mobile growth is slowing from its 2025 pace, mobile and video will still outpace overall B2B digital spending. Display’s share is expanding, while search remains important as AI changes how buyers research and validate vendors.

Millennials are entering their peak earning years with deep digital fluency, but adulthood is changing their habits. AI is becoming a practical tool, digital fatigue is reshaping social media use, and family life is influencing media and shopping.

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. "Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers."

Thailand's digital market continues to evolve as ad investment grows, AI adoption accelerates, ecommerce expands, and consumers embrace digital-first shopping and media habits.

B2B buyers rely on experts, customers, and peers to evaluate vendors. This report examines how trusted voices shape buyer research and AI-driven discovery and whether paid social investment and influencer programs are keeping pace with buyer behavior.

Spending on social remains very strong, thanks largely to automation tools. And with social video continuing to pull in ad dollars, the platforms make a push for live video.

AI is transforming Latin America's digital economy, changing how consumers discover products, make purchases, and engage with businesses. Companies that adapt their commerce and customer experience strategies will be better positioned to compete.

AI answers now drive more brand searches: Marketers should watch citation share and search lift, not just page views.

Microsoft reports strong Q4 FY2026 results: AI expansion points to more AI-driven search, cloud, and ad inventory.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

TikTok’s influence across Western Europe keeps expanding, but its biggest opportunities vary by market. This report explores where user growth, advertising, and social commerce are accelerating.

Italy’s digital economy continues to expand as advertising investment grows and consumers spend more time across social, streaming, and connected media environments.

Google adds a search trust cue: A new “strongest match” test could reward relevance, but advertisers are left looking for clearer rules.

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

LinkedIn wants to be a B2B influencer hub: A new marketplace lets advertisers browse creator “cards” to find ideal partners.

LinkedIn posts from digital health founders generate more engagement and AI citations than brand profiles, increasing visibility and discoverability beyond company pages.

Influencers and content creators in China and India have a larger impact on the shopper journey than those in Western markets. But their influence varies across Asia-Pacific markets, with Japan and Australia aligning more closely with Western norms.

LinkedIn fights AI clutter: New limits curb low-value bot posts, even as AI tools spread across hiring and content.

Global ad spending is accelerating again, despite geopolitical shocks. Digital is tightening its grip, even as traditional media gets a temporary boost from major events. The sources of growth are shifting across regions—and among platforms.