AI business agents offer Meta a new path to revenues beyond advertising. Small businesses are a natural entry point, but enterprise concerns over data access and control threaten broader adoption.

AI is fueling a banner year for global advertising, pushing digital spending to new heights despite economic and geopolitical stresses. Retail media is surging worldwide, while Meta and Amazon gain ground in the battle for ad dollars.

ChatGPT and Gemini have emerged as the clear leaders in the genAI platform race. Their advantage in awareness, usage, and paid adoption is widening the gap with rivals and shaping where marketers should focus their attention.

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.

This FAQ covers how much consumers spend on subscriptions, where fatigue is emerging, and how brands keep recurring revenue durable.

Americans are spending more on health and wellness, and the reasons have less to do with income than with institutional skepticism. That dynamic is creating a significant retail opportunity, one that major retailers are already moving to capture. "[Wellness] has evolved into a much broader concept that combines physical health and mental health and emotional balance and lifestyle habits and longevity," said EMARKETER analyst Rajiv Leventhal in a recent episode of "Behind the Numbers."

Exclusive survey data reveals how the path to purchase for online food delivery from restaurants is evolving across Latin America, highlighting shifting consumer behavior, key players, and the trends shaping the regional market in 2026.

Singles Day began as a prank at a Chinese university in 1993, when students created an "anti-Valentine's Day" to celebrate being single. Alibaba transformed it into a shopping holiday in 2009, and it has since become the world's largest retail event, complete with Taylor Swift performing at the 2019 Singles Day Gala.

Hispanic consumers are driving digital engagement across video, audio, and social. While their media habits stand out, their shopping largely aligns with the total population—forcing brands to rethink how they connect culture to conversion.

Global ad spending is accelerating again, despite geopolitical shocks. Digital is tightening its grip, even as traditional media gets a temporary boost from major events. The sources of growth are shifting across regions—and among platforms.

Ad spending will surge in 2026 as AI-driven gains and a packed events calendar offset mounting economic strain. Social will lead the way as Meta overtakes Google in net revenues and the wider ad industry closes in on the half-trillion-dollar milestone.

Snapchat’s young audience and distinct ad products keep it relevant, even as usage slips and regulatory pressure builds. Marketers should use it with strategies built for messaging, creators, and commerce.

Sports content is one of the last bastions of live, appointment viewing. Key data shows who’s watching, which platforms they use, and how they engage with content between events.

Our exclusive survey data examines the path to purchase across six markets in Latin America as digital marketplaces, social commerce, and AI reshape shopping behavior.

The FTC is appealing the Meta monopoly ruling; but while a breakup would disrupt cross-platform buying, fragmented user attention still weakens the FTC’s hand.

Threads and WhatsApp ads are growing as novelty draws interest, but lasting ad spend hinges on better, platform-native formats.

Instagram's explosive EU audience growth compared with Facebook's slowing momentum means advertisers should follow suit.

Reuters reporting suggests Meta has been unable to contain large-scale fraud in its China ad ecosystem. Despite launching a dedicated crackdown in early 2024 that cut violating ads from 19% to 9% of China revenue, enforcement was later relaxed, allowing misconduct to climb back to 16% by mid-2025. A multilayer reseller network, weak overseas deterrence in China, and partner whitelisting made violations difficult to trace. China advertisers still generated more than $18 billion for Meta in 2024, creating tension between revenue goals and quality controls. The case raises sharp questions about platform accountability and advertiser risk.

For social platforms, AI hype is colliding with user fatigue and rising regulations. In the US, they face stalled engagement and tougher rules as people demand more control and more human experiences.

YouTube’s established dominance faces new competition from TikTok, long-held digital habits are maturing, and digital video is universal. Our latest forecast data reveals where each age group overindexes, how their time spent is shifting across platforms, and what marketers should prioritize next to stay relevant.