TikTok has finalized a deal to maintain US operations, and its growth now depends on higher ad yields and efficiency as user growth slows.
TV and social ads are most likely to drive purchases, but also are most disruptive to consumers, according to DISQO, emphasizing the importance of: interactive, refreshed, relevant ads.
The traditional marketing funnel model faces unprecedented disruption with generative AI-powered chatbots like ChatGPT and Perplexity now bypassing traditional discovery channels, while younger consumers increasingly treat TikTok and Instagram as search engines.
Growing consumer restraint, severe weather, and income stress combine to delay discretionary purchases.
Retail media strategies are diverging; Macy’s and Iceland show how retailers are choosing between faster scale through partners and deeper control through bespoke in-store systems.
Higher frequency and broader usage suggest it is becoming a default behavior rather than a situational option.
51% US consumers now notice healthcare and pharma advertising on CTV, putting it ahead of search and social.
Regulatory pressure and political alignment are now influencing programming stability, deal viability, and advertiser confidence one year into Trump's second presidency.
YouTube expands shoppable CTV ads with Google Demand Gen, with new units aiming to convert passive viewing into action without feeling intrusive.
Streaming takes nearly half of TV viewing in a new record, driven by sports and major cultural hits, proving live events still dominate TV.
Trump-era trade rules turn chips into toll roads, raising costs and forcing Big Tech to design AI around political risk.
Burnout is rampant yet Gen Zers still overspend, showing fatigue and value-seeking can coexist.
Australia’s social media ban for minors inspires global regulation as India, the UK, France, and more have said they will mimic the law.
Google’s Universal Commerce Protocol promises a common standard for agentic commerce. But AI-driven checkout will remain small for the foreseeable future, keeping the focus on how AI influences discovery rather than where transactions are completed.
Social, genAI, and microdramas surge, showing where consumer spend—and ads—are headed.
This FAQ explores the agency ecosystem, the forces reshaping it, and what marketers should consider when evaluating agency partners.
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Prescription drug advertising approached $6 billion in 2025, led by weight loss, mental health, and cancer medications.
Nearly 30% of US marketers prioritize demographic targeting for CTV ads, almost three times more than contextual approaches, according to July 2025 data from Gracenote.