Netflix CFO Spencer Neumann is optimistic about the future of ads on Netflix. “When you get into ‘26 and beyond, [advertising] can be even more meaningful and, hopefully, it becomes to the point where it is a primary [revenue] contributor, given all of that engagement and reach that we’re building,” he said on the company’s earnings call last week.

Netflix reports strong Q2 growth: Subscribers surged to 8.05 million, with ad-supported tier driving revenues and engagement.

The introduction of Google’s AI Overviews has thrust generative search into the mainstream. But Google’s not the only player incorporating generative AI into search functions.

The C2PA is a collection of representatives from companies including OpenAI, Google, Publicis, Microsoft, and Adobe with a goal to “make the world safe for generative AI,” according to Adam Buhler, steering committee member for the C2PA and executive vice president and head of creative technology at Publicis.

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.

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.

Netflix to develop in-house ad platform: The streaming giant will end its Microsoft partnership to offer better targeting and analytics.

Electronic Arts begins the push for in-game advertising: The conglomerate said it hopes to debut ads in its big-budget games as the industry seeks revenue growth.

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

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.

“What’s really exciting about retail media is a lot of it is uncharted territory,” said Paul Longo, general manager of retail media at Microsoft. “We’re in inning two, inning three. What’s gotten us here will not get us where things need to be.”

Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

Big Tech has a big problem: The regulatory tide has turned against it. Digital advertising giants face several major lawsuits, and competition authorities are working to launch more before a possible change in leadership following US elections.

Brands need to differentiate themselves in a crowded market. AI can help. But the content needs to be personalized and trained on the brand's own data to avoid generic output. And brands need to be sure that source content has a clear voice and point of view.

A Google versus OpenAI search engine showdown is taking shape: A race to develop AI search engines raises questions about whether the tech can shake up the market.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

On today's podcast episode, we discuss the impact of multimodal chatbots, the copyright case between The New York Times and OpenAI, and how AI could influence the election. "In Other News," we talk about how much Microsoft's new AI keyboard key might affect AI use. Tune in to the discussion with our analyst Yory Wurmser.

AI dominance in the tech sphere was on parade at CES 2024, pointing to pressure on product developers to integrate the technology. Also in the spotlight: Inclusivity and sustainability as focal points for an industry maturing to meet societal needs, the latest gadgets, and what the show means for marketers.