Retail media networks (RMNs) have built out social and creator offerings, but advertisers have not widely adopted them. To attract spend, RMNs must prove that their offer of better targeting and measurement outweighs the added cost and complexity.

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.

Housing data helps brands reach high-intent consumers early in project planning and discovery.

70% of US social buyers have made a purchase on TikTok in the past 12 months, more than on any other social platform, according to an April survey from Bazaarvoice and EMARKETER.

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.

Pinterest urges holiday advertisers to start soon: Brands that wait risk missing shoppers who research and buy well before Black Friday.

Pinterest turns AI into ad gains: The company’s improving ad tools and commerce capabilities give marketers more reasons to include Pinterest in media plans.

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.

Retail media networks (RMNs) are moving beyond traditional return on ad spend metrics to prove business impact through closed-loop attribution that connects media exposure to actual purchases, both online and in-store.

Commerce media is becoming less about individual channels and more about creating connected customer experiences. Brands are increasingly combining offsite and onsite media to build awareness, drive consideration, and convert shoppers.

As social networks lean into the roles they play in the ecommerce journey, they are flooding their pipes with commerce content they hope will help them in the emerging agentic era.

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.

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.

Resale has moved from niche to mainstream, with over half (59%) of consumers shopping secondhand apparel last year, according to thredUP. But as platforms scale to millions of items, the real challenge shifts from inventory to discovery, helping shoppers navigate an endless aisle of one-of-a-kind pieces without feeling overwhelmed.

Meta’s spotlights AI at Cannes: The company is leveraging its scale to advance automated ads, but marketers still need strong creative and clear guardrails.

As advertising executives prepare to descend on the French Riviera for Cannes Lions 2026, several sessions highlight the industry's most pressing challenges, from AI-powered creativity to the tension between brand values and customer demands. "We are right in the middle of a pretty weird era of mismatch between the creative needs that brands have and what they are able to produce either on their own or via their agency partners," EMARKETER analyst Max Willens said on a recent episode of "Behind the Numbers." The festival runs June 22-25 in Cannes, France. These four sessions reveal where the industry is headed.