B2B digital ad spending is rising as marketers lean into formats that build visibility and engagement. Video and display are growing faster than search, reshaping strategies to reach decision-makers.

TV ad spending will shrink across every industry this year. Retail and CPG still dominate in size, but other sectors lean on TV more heavily, exposing the uneven role it plays in media strategies.

This year, retail will underperform overall US ad spending growth for the first time since 2018 as advertisers cut budgets amid tariffs and economic uncertainty. But the outlook for 2026 is more optimistic.

On today’s podcast episode, we discuss the unofficial list of the most interesting retailers for the month of September, with a twist. This month ‘The Committee’ (Arielle Feger, Becky Schilling, and Emmy Liederman) put together a very unofficial list of the top eight most interesting back-to-college campaigns and activations. In this month’s episode, Committee members Analyst, Arielle Feger and Senior Director of Content, Becky Schilling will defend their list against Analyst, Rachel Wolff and Senior Analyst, Blake Droesch, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

The sources of ad spending growth are shifting as telecom and financial services surge, while retail and CPG slow but still dominate in scale. Every industry is leaning harder into digital, with social and display ads commanding more budget than ever.

For Gen Z and millennials, shopping is about belonging as much as buying. From pop-ups to print catalogs, physical experiences paired with digital touchpoints are reshaping how brands build loyalty and cultural connection.

Despite economic uncertainty, 77% of consumers plan to spend the same or more this holiday season, but their shopping timelines and behaviors are shifting. Klaviyo’s 2025 BFCM Forecast shows why brands must rethink peak-season campaigns with omnichannel and AI-driven personalization.

In this podcast episode, we discuss the backlash to Delta’s decision to use personalized AI pricing, how consumers feel about dynamic pricing, and if there is a way for retailers to implement it without losing shopper trust. Listen to the discussion with Analyst and guest host, Rachel Wolff, Vice President of Content, Suzy Davidkhanian, and Senior Analyst, Zak Stambor.

Black Friday kicks off the holiday season, and standing out takes more than sharp promotions. Marketers are turning to AI-driven personalization and performance tools to deliver faster, smarter experiences that convert.

How can industry ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

Our third annual Path to Purchase survey looks at how consumers discover, research, and ultimately purchase new brands and products.

Digital ad spending will continue to increase across all industries we track. Retail will remain the biggest, but financial services will grow fastest thanks to upcoming regulatory changes.

Google and commerce media company Criteo announced an onsite retail media integration on Tuesday, marking the first of its kind for Google and opening opportunities for brands across digital commerce. Criteo and Google’s integration provides clear direction for advertisers struggling to capitalize on retail media’s potential, offering a seamless ecosystem that will connect brands with customers likely to take action.

Generative AI advertising is drawing consumer backlash after brands including J.Crew, Shein, and Skechers released campaigns marred by obvious AI flaws. Internet sleuths and critics pointed to distorted figures, suspicious likenesses, and poorly rendered images, accusing companies of chasing novelty at the expense of quality. The incidents highlight consumer frustration with brands prioritizing speed and cost savings over authenticity—particularly in fashion and retail, where heritage and trust are core to brand equity. Experts argue AI can accelerate creative production, but only when paired with human direction and craftsmanship. Missteps reveal the risks of treating AI as a replacement.

On today’s podcast episode, we discuss why investors wanted to bring in an outsider to right the ship, what’s most to blame for Target’s recent struggles, and what should be top of the new CEO’s to-do list. Join Senior Director of Podcasts and guest host, Marcus Johnson, and Senior Analysts, Blake Droesch and Arielle Feger.

Some 35% of US retail advertiser spending on Meta in Q2 2025 went to Advantage+ shopping campaigns, up from just 19% two years ago, per a July Tinuiti report.