Strong Q1 ad results show resilience: But AI, tariffs, and antitrust pressures will reshape how and where marketers spend in 2025.

On today’s podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest’s latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

With AI tools creeping into shopping, Google could borrow Pinterest’s discovery model to stay relevant in design, DIY, and fashion search.

Social media usage in Canada continues to grow, but it’s spread across a wider range of networks. Meta’s Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.

Pinterest’s Q1 involved strong user and global revenue growth: US monetization, though, could be under pressure moving forward.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

AI detection and watermarking could improve the user experience but deter brands and creators from experimenting with the technology.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

Trump’s “Liberation Day” tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US—along with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

If ad dollars shrink, Meta and others may need to ditch risky side projects and focus on scalable, affordable services to survive the slowdown

A nearly $1 trillion loss in a day signals market panic. Apple leads the fall, with ripple effects threatening AI growth, ad revenue, and cloud service pricing.

Positivity pays on Pinterest: A new study determined that platforms deemed “positive” can significantly boost ad performance.

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

The creator economy asserts itself at SXSW: Panels with creator platforms underscored their crucial place in the marketing ecosystem

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won’t happen overnight.