The trend: Healthcare advertising motivates consumers to go online to do more research, or talk to a medical professional—but the majority of people have privacy concerns about personalized ads. Our take: Healthcare marketers are eager to use AI and targeting technology to make one-to-one connections with consumers. And it’s true that personalized ads can be more useful for people. However, marketers need to use transparent labeling, use conspicuous ad tags on social media, and preface targeted emails with explanations about why they’re being sent.

The news: WhatsApp will begin showing ads for the first time since Meta’s 2014 acquisition, starting with the Updates tab’s Status feature. Sponsored search placements and optional paid subscriptions will also be added to WhatsApp Channels. Ads won’t appear in encrypted chats or groups, and targeting will rely only on minimal metadata unless users opt in to link accounts. Our take: Meta is threading a careful line—monetizing WhatsApp while keeping privacy promises intact. With over 3 billion global users and deep consumer trust, the platform’s subtle shift into ads and subscriptions could deliver big returns if Meta avoids sparking user backlash over commercialization.

Apple’s appeal against DMA rules frames interoperability as a privacy risk, testing how far regulators can go in dismantling its tightly guarded ecosystem.

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.

Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.

Our fifth annual study ranks Canada’s top seven banks on mobile app innovation, based on an exclusive survey about what features consumers value most.

52% of US adults use a VPN to protect their IP address, according to a February 2025 CNET and YouGov survey.

Google halts plans to remove third-party cookies in Chrome: The move delays a major privacy shift but doesn’t stop the push for user-centric ad models.

Discord facing lawsuit for allegedly harming minors: The case is far from the first time Discord and other platforms have faced similar scrutiny.

They’re already skeptical of big financial players and would rather keep their data under lock and key.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

This invite-only tool tackles full workflows autonomously—raising the bar for US rivals stuck on text responses.

First-party data makes personalization possible in the wake of signal loss from privacy restrictions, but taking full advantage of the opportunity requires overcoming a series of obstacles.

NextRoll, in partnership with Audigent, recently used Google's Protected Audience API (PAAPI) advertising tool to generate nearly 5 million impressions in a privacy-safe way. As third-party cookies disappear, this new use case shows that large scale reach is still possible.

Affordable AI is a game-changer for marketers, but DeepSeek’s data privacy practices may scare off companies wary of Chinese server storage and security gaps.

In 2025, digital advertising will be shaped by connected (CTV) consolidation, stricter data privacy measures, and AI-driven marketing. CTV growth may spark mergers, while privacy regulations push brands to rely on first-party data. AI will continue to enhance campaign performance and creativity, transforming how marketers engage audiences.

On today’s podcast, we discuss the EMARKETER report, 9 Pivotal Shifts in AI, Regulation, and Advertising That Will Change the Business Landscape. Our analysts will compete in the Great Behind The Numbers Take Off – Top Trends edition, borrowing from the television show, The Great British Bake Off. In the Take Off, we will talk in-depth about how retail media, social and AI will undercut traditional search and will governments protect children from digital ad giants. Listen to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Evelyn Mitchell-Wolf, and Analyst Bill Fisher. Listen everywhere and watch on YouTube and Spotify.