Connected TV (CTV) attention metrics (AUs) declined between 2024 and 2025, but remain strong overall, according to our industry KPI data provided by Adelaide. Even with slight declines in effectiveness, Adelaide’s findings prove that CTV is relatively unmatched in capturing audience interest, cementing its position as a key touchpoint for brands looking to connect with broad audiences.

TikTok’s US operations may soon be spun off into a new entity majority-owned by American investors, with Oracle, Andreessen Horowitz, and Silver Lake leading the deal. The framework, aimed at complying with the 2024 divest-or-ban law, would give US investors roughly 80% control while ByteDance retains under 20%. The sticking point remains TikTok’s algorithm—whether ByteDance licenses its technology or a US-controlled version is rebuilt. For marketers, continuity is key: any disruption in recommendation performance, targeting, or data oversight could alter ad outcomes on one of their most important platforms.

Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.

Only 40% of US retail media networks (RMNs) offer self-service sales data, according to Q2 data from Mars United Commerce.

VideoAmp has extended its partnership with Warner Bros. Discovery in a multi-year deal aimed at advancing flexible ad measurement. WBD will leverage VideoAmp’s tools across digital, linear, and cross-platform campaigns during the 2025 upfronts, reinforcing its “measurement agnostic” stance. This comes as marketers prioritize attribution and precision, particularly in CTV environments. The deal reflects broader trends: 71% of global marketers view advanced measurement as a top opportunity, and currency innovation is becoming essential. With recent leadership changes and ongoing partnerships with major networks, VideoAmp is positioning itself as a key player in the evolving ad currency ecosystem.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

YouTube’s strength is that it’s many things to many people. But that also makes it harder for marketers to reach audiences on the platform. This report outlines YouTube’s challenges and explains how marketers can make the most of the YouTube opportunity.

In-store retail media has long been a mysterious black box for marketers—hard to measure and optimize. But thanks to first-party shopper data and AI-driven measurement tools, that’s changing. Marketers can now pinpoint how shoppers engage with in-store campaigns and tie those interactions directly to sales.

The news: Comscore, iSpot, and VideoAmp passed the Joint Industry Committee’s (JIC) midterm audit to maintain certification for the 2025-2026 broadcast season. Our take: The JIC’s certification and sports-heavy audit process could help iSpot, Comscore, and VideoAmp gain ground on Nielsen.

Though TikTok Shop faces the dual challenges of economic instability and a tenuous presence on US app stores, marketers are still taking advantage of its positioning as both a social platform and ecommerce engine.

Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.

As retail media networks expand, one of the biggest challenges facing marketers is measurement. In fact, 42% of US retail media buyers believe that more effective and accurate campaign measurement is the most important issue in retail media advertising today, according to March 2025 data from Koddi. To help advertisers better assess the effectiveness of their campaigns, Sam’s Club Member Access Platform (MAP) has introduced Omni-Impact—a new AI-powered measurement solution.

The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel

Retailers want richer experiences that still respect guest trust. Katy Hershey, senior director, partner solutions group at Roundel shares how Target’s 165 million guest profiles and 15 years of retail media insight fuels its brand-safe omnichannel campaigns—and outlines what’s next: goal-based buying, AI-driven personalization, and broader reach via off-platform partnerships.

Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

While performance marketing satisfies short-term goals, brand marketing supports long-term growth by building trust, credibility, and lasting differentiation in crowded markets. A new report from EMARKETER and StackAdapt shows a clear shift in how brands are approaching their marketing mix in 2025.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

“There are lots of shiny new pennies in marketing, so it's very easy to get distracted,” said Nicklaus Hasselberg, VP of growth marketing and ecommerce at Every Man Jack, at The Lead Summit in New York City last week. “It’s about ‘What do we reasonably believe will have the biggest impact on our business?' And let’s do it as well as we can."