Almost a year in the making, the report provides an "intelligence framework" that establishes five key capability categories that will shape which players become primary sources of intelligence for
business and consumers by 2030.
Following its recent acquisition of Manus AI, Meta has begun integrating the autonomous AI agent technology into its Ads Manager, highlighting its ongoing push toward AI-powered campaign processes.
That's according to an analysis from System1, which also found that AI ads for the most part fell flat.
It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural
embrace of their advertising year-round.
Tubi now has access to Nielsen's Audience Measurement and Streaming Platform Ratings; National TV research and Ad Intel services.
Research from Taboola and several universities suggests AI-generated ads perform comparably to human-made ads when humans in ads look real. Here's what the data reveals.
In what was a volatile year of ups and downs, 2025 ended flat in December, according to just-refreshed data from Guideline's U.S. Ad Market Tracker.
Disney+ ad revenue is estimated to rise by double-digit percentages, but viewing growth will move more slowly in the next two years. Disney+ is not the only streamer to see slower-moving, low
single-digit percentage gains in viewing engagement data.
The agency is "gathering information to better understand how the industry's commercial Big Data and ad tech providers can directly support investigations activities."
The months-long study, however, says nothing about what impact the presence of two viable currencies will have on the advertising marketplace.
Eighty-two percent of ad executives believe Gen Z and millennials feel positive about AI-generated ads. Only 45% of those consumers agree.
The only net decrease in ad-spending plans among media in Mediaocean's just-released survey of marketers is for TV and print.
The service - DASH (Universe Study of Device and Account Sharing) - is the first syndicated ARF study accredited by the MRC, but follows a series of entrepreneurial research studies by the
federation.
That's according to a report from research firm Forrester, which found that over 80% of marketers surveyed are planning to increase their principal media spending this year.
A study conducted by Ipsos found a large majority of Americans believe screens are a problem - especially how they are used and the attention and money people give them. The data suggests this ties
into differences in optimism among youth in terms of views on the U.S. and the American dream.
Apple and Google have entered into a multi-year collaboration to build on the next generation of Apple Foundation Models based on Google's Gemini and cloud technology.
It may have started with vision and sizzle, but the year evolved into a sophisticated, methodological framework for rearchitecting advertising and media on the road to 2030.
Over the last five years, video game adaptations have grown to 272 titles, with 62 in 2024 alone.
The question: What share of your ad budget will be spent targeting bots, not humans, in 2030? The responses ranged from 0% to 100%, but as the year progressed, the higher number seems more likely.
Peter DeSantis will lead the new group, Amazon CEO Andy Jassy wrote in a letter to employees, which also posted on the company's blog. Jassy has been spearheading the push into everything AI.
Anthropic, Block, OpenAI and other AI-tech companies recently launched the Agentic AI Foundation to ensure that agentic AI tools for advertisers and marketers develop as an open, collaborative
ecosystem.
Because just like nature, trade reporters abhor a vacuum, and the demise of IPG's and Publicis' forecasts has created one. Plus, WARC has paid its dues and is widely cited across the industry.
A study conducted by a neuro-contextual ad company in partnership with a neuroscientist at Columbia University found neuro-contextual ads deliver 3.5x higher neural engagement than non-contextual ads.
Total linear core TV ad revenues are expected to land at $55.2 billion in 2025 - down 7% vs. 2024 - and to fall 6% to $51.6 billion next year and 8% to $47.9 billion in 2027. The only part of total
TV's gains is AVOD streaming, which will rise this year by 15% to $16.1 billion.
Google's Gemini AI models will now power two agentic agents to help advertisers gain insights and drive improved campaign performance.
MoffettNathanson Research estimated the Amazon ad-supported Prime Video tier will exceed $2 billion in 2025.
AI models from Anthropic are learning to reason, reflect and express how they think - but only about 20% of the time.
National linear TV will drop 10% to $4.65 billion, with national TV down 26% when including Olympic revenue, according to estimates from MoffettNathanson Research.
When people feel genuinely recognized on the screen - and thus in the message - they have more positive thoughts about the ads viewed, according to a recent study. But there is one glaring omission.
Shelly Palmer also dives into new research suggesting half of online content already is being generated by bots, and we get his impressions on the first agentic media buy.