The global advertising industry in the past 48 hours has demonstrated both dynamic growth and significant transformation, with several notable developments setting the tone for the coming months.

Market movement remains robust. The online advertising market, valued at 219.1 billion US dollars in 2024, is projected to reach more than 352 billion by 2030 with a CAGR of 8.2 percent. This expansion is driven by a rapid shift toward digital-first marketing strategies. In July, Zeta’s Economic Index indicated increasing consumer optimism, supporting continued ad spending, especially in sectors closely tied to digital retail.

Several new product launches highlight the industry’s innovation push. SundaySky introduced Amplify, an AI-powered video platform designed to enable revenue teams to create and distribute personalized videos at scale. Likewise, conversational artificial intelligence is rapidly reshaping engagement. According to Microsoft, ad campaigns using conversational AI platforms such as Microsoft Copilot see click-through rates 73 percent higher and conversion rates 16 percent higher than traditional formats, with 73 percent of marketers planning to expand spend in this area in the next two years.

New entrants are embracing emerging technologies. Kontext, a Czech startup, raised 10 million US dollars to pioneer native AI-powered ad delivery inside chatbot conversations. With generative AI usage surging, the broader chatbot ad market is forecasted to grow from 3.6 billion in 2024 to over 70 billion by 2034.

Strategic M and A activity continues at pace. Aptitude Health, backed by Linden Capital Partners, acquired UK agency Hug Advertising, strengthening integrated healthcare marketing capabilities, while Prosek Partners in the Middle East and Africa saw deal value surge over 1700 percent in the first half of 2025 compared to 2024.

The commerce media ecosystem is integrating, with brands, retailers, publishers, and tech platforms converging to deliver seamless, personalized shopper experiences, a trend that will be further defined by the upcoming IAB Connected Commerce Summit.

No major supply chain or regulatory disruptions have been reported in the past 48 hours. In summary, the advertising industry is experiencing strong growth, rapid consolidation, and technological acceleration, marked by increased AI adoption and new forms of personalized content. Consumer behavior continues shifting toward digital channels, supporting bullish industry outlooks.

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The past 48 hours have seen notable developments in the advertising industry, shaped by digital transformation, new partnerships, and accelerating use of AI. Microsoft Advertising just unveiled significant updates, including expanded impression-based remarketing lists across up to 20 campaigns or ad groups, offering advertisers more precise audience reach. The introduction of global lifetime budgets for Audience campaigns will help brands optimize spend and performance control, signaling a shift toward flexible, data-driven campaign management.

A major deal was announced between Rumble and Cumulus Media, creating a cross-platform bridge between Rumble’s video ecosystem and Cumulus’s audio and podcast network. This partnership, finalized August 5, expands both companies’ advertising reach and content distribution, aligning with the growing demand for integrated multi-format advertising solutions and offering advertisers broader access to both digital video and traditional audio audiences.

AI innovation is accelerating, with Microsoft highlighting new generative AI ad formats and inclusive personalization. However, industry-wide, the full adoption of AI in media planning and activation remains cautious. Only 32 percent of Australian advertisers have operationalized AI in limited use cases, and just 30 percent in the US report full AI integration into campaign cycles. Adoption of privacy-conscious tools like contextual targeting and clean rooms is rising amid reforms such as Australia’s Tranche 1 Privacy Act, suggesting a wider global shift toward data privacy and compliance.

Market share data for August 2025 indicates Google remains dominant with 89.86 percent US search engine share, but small declines hint at consumer exploration of alternatives like Bing, DuckDuckGo, and privacy-focused options. On social media, YouTube leads usage, crucial for video ad placements, while TikTok and Instagram remain vital for reaching Gen Z and Millennials, reflecting advertisers’ ongoing adaptation to platform-specific behaviors.

Despite some supply chain and pricing pressures reported earlier this year, the latest reporting shows promotional and print distributors holding steady, with revenue rankings stable according to Print and Promo Marketing’s August 2025 edition. Overall, these trends demonstrate an industry leaning into cross-channel innovation, flexible budget tools, and greater regulatory focus, marking both continuity and gradual shifts from previous periods. Industry leaders are responding by broadening ecosystems, investing in responsible AI, and diversifying advertising formats to drive growth through current challenges[1][2][3][5][7].

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The global advertising industry has seen significant movement in the past 48 hours, reflecting powerful trends in technology adoption, deal-making, and market adaptation. Notably, digital and out of home advertising have shown contrasting momentum, while leaders address shifting consumer behavior.

Mergers and acquisitions are running at record pace. In just the first half of 2025, 52 deals were completed in the creator economy—up 73 percent from the same period last year. This push is largely driven by private equity and holding companies seeking to capture part of a creator economy projected to reach 480 billion dollars by 2027. Key recent examples include Publicis’s 175 million dollar acquisition of Captiv8 and PSG’s 150 million dollar majority investment in video platform Uscreen. This marks the highest level of consolidation on record and is expected to reshape influencer marketing and branded content globally[2].

Digital advertising faces mixed short-term signals. The Trade Desk, a dominant ad-tech company, continues to reap strong gains from connected TV and the integration of artificial intelligence. The company reports EBITDA margins of 34 percent and a 95 percent customer retention rate in the last quarter, indicating robust demand for AI-driven, measurable advertising solutions. Analysts rate The Trade Desk as a Buy, citing its growth potential despite lingering concerns over broader ad spend slowdowns[3].

Attention-based advertising is also gaining ground. Rumble, a competitor to YouTube and TikTok, has seen its user retention reach 87 percent and monthly active users hit 59 million. The platform’s model rewards sustained engagement rather than quick viral bursts, yielding stable ad revenue growth—showing that brands are seeking high-quality time with users even as platform dynamics evolve[1].

Meanwhile, Spotify’s Q2 2025 advertising revenue declined by 1 percent year on year even as paid subscriber numbers soared, highlighting a tough environment for digital audio ads. The company’s launch of the Spotify Ad Exchange and deeper programmatic buying indicate a clear industry shift toward automation and data-driven targeting. However, audio ads still account for less than 3 percent of digital ad spend despite representing 20 percent of listening time, underlining a persistent value gap[4].

The Out of Home advertising industry is experiencing robust recovery, with Australian OOH revenue up over 19 percent in Q2, indicating marketers’ desire to reach consumers outside the home as pandemic effects subside and mobility increases[5].

Industry leaders are responding by investing in AI, embracing automation, and consolidating to drive growth. Simultaneously, competition is escalating as new players and business models emerge, headlined by heightened private capital and sustained fragmentation. Compared to previous reporting, 2025 is showing faster deal activity, greater channel innovation, and accelerating divergence between digital advertising disciplines.

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The past 48 hours in the advertising industry have seen standout developments driven by digital acceleration, key partnerships, and evolving regulatory moves. Amazon, currently the world’s third largest ad platform after Google and Meta, reported a remarkable 22 percent year-over-year increase in advertising revenue for the second quarter of 2025, totaling 15.7 billion dollars. This surge is attributed to Amazon’s expanded connected TV deals, notably with Roku, and the integration of Disney’s streaming ad inventory. Amazon’s growth reflects a winning strategy that connects ad spend directly to retail outcomes by leveraging AI-powered optimization and premium content across both e-commerce and streaming[2][5].

This period also witnessed Google announcing an internal simplification to its Healthcare and Medicines ad policy, effective August 2025. While this does not affect core permissions for prescription drug advertisers, it streamlines how Google enforces healthcare ad content, easing the verification process but maintaining strict oversight for pharmaceutical ads. Advertisers will now be warned at least seven days prior to account suspension for violations, ensuring smoother compliance transitions[3].

TikTok is further intensifying competition, especially among younger audiences. The platform is hiring aggressively for its growing search ad unit, signaling larger ambitions to lure advertisers into its evolving ad ecosystem. Brands like Pacsun continue to find viral success on TikTok by prioritizing creator partnerships, suggesting a shift in consumer behavior toward social-first and influencer-driven content[1].

Meanwhile, AI-driven supply chain resilience is now a competitive advantage. Over 98 percent of organizations with advanced AI systems feel ready to face geopolitical disruptions, compared to essentially none without such tools. Advertising supply chains and campaign delivery systems are rapidly digitizing to meet demands for transparency, compliance, and adaptive response[8][6].

Despite strong digital ad momentum, the TV and connected TV ad sectors face some skepticism, with buyers expressing concern over ad tech fees and transparency issues. Industry leaders are prioritizing more native ad formats to boost effectiveness and combat wasteful spending[1].

Compared to just a quarter ago, the industry is seeing accelerating revenue growth, a heightened focus on privacy and compliance, and greater investments in creator- and AI-led innovation. This week’s activity points clearly to persistent disruption but also to mounting confidence among dominant players that strategic digital investment is paying off.

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Over the past 48 hours, the global advertising industry has experienced a notable mix of strategic partnerships, increased emphasis on advanced digital products, and ongoing disruption from economic and regulatory changes. A standout development is the partnership between beMarketing and Nexstar Network announced on July 30. This collaboration targets the large North American home services market plumbing, HVAC, and electrical with specialized marketing strategies to help member businesses generate more qualified leads and optimize omnichannel campaigns. This move reflects a broader trend of agencies focusing on sector-specific, measurable growth solutions to address intensified competition and tighter marketing budgets over the past year.

In terms of market movements, search advertising remains a core battleground. According to industry sources, TikTok is heavily expanding its team to build out search ad products as spending on the platform continues to rise. Over 100 positions are currently open in TikTok’s search division, signaling a rapid race for search-based ad dollars that puts pressure on incumbents like Google and Meta. Meta itself is rumored to be developing new search-related features, keeping details confidential but confirming industry concern about potential shifts in the power structure of digital ad spend. This search innovation push is a direct response to changing consumer behavior, including an increased use of social platforms for search queries and product discovery, especially among younger demographics.

Meanwhile, the connected TV ad sector faces uncertainty. Buyers and sellers are debating ad tech fees and demand greater transparency, while brands push for better analytics to justify large sports sponsorships. These shifts are having a direct impact on price negotiations and campaign planning for the third quarter, mirroring tensions visible at recent industry events. When compared to six months ago, there is more scrutiny now on campaign ROI and pressure for platforms to provide new native, less intrusive ad formats.

At the regulatory level, ongoing trade disputes and tariff threats globally are prompting U S and E U brands to further localize ad spending. Supply chain issues are less severe than in previous quarters but remain on marketers’ radars, especially for physical activations and materials-heavy campaigns.

In summary, industry leaders are responding by doubling down on data-driven measurement, investing in emerging search channels, and pursuing sector-specific partnerships. The mood is more cautious than this time last year, yet marked by rapid adaptation and continual search for measurable impact.

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Advertising industry dynamics over the past 48 hours indicate continued resilience and strategic adaptation in a fluctuating global economy. In the UK, ad spending rose by 8 percent in Q1 2025, totaling 10.6 billion pounds and surpassing previous forecasts. This growth was fueled largely by improved performance in search and retail media, as advertisers responded to global trade turbulence by reallocating budgets toward more agile channels. The overall UK ad market is expected to grow by 6.8 percent this year, reaching an estimated value of 45.4 billion pounds driven by segments like TV video on demand, search, online display, and cinema. Despite low GDP growth projections, business and consumer confidence in the sector has shown tangible improvement in recent weeks. Video-on-demand and retail media are posting the highest gains, up 10.1 and 9.4 percent respectively compared to past reporting[1].

On a global scale, the entertainment and media sector continues on a growth trajectory, with PwC projecting revenues to hit 3.5 trillion dollars by 2029, with advertising, live events, and gaming as key drivers[5]. New partnerships are reshaping the competitive landscape. Paramount and Skydance just finalized one of the industrys most anticipated mergers, poised to leverage bundled media experiences and creative synergies for advertisers[5]. In digital and performance marketing, industry events such as Affiliate Summit East are fostering new high-value deals and relationships, illustrating a shift toward direct, network-driven business development[6].

Emerging competition and disruptive deals are also present in specialized fields. For instance, Team Vitality in esports signed a multi-year partnership with Stake, bringing gambling brands even further into high-visibility sponsorships and content integration, a trend accelerating across gaming and media platforms[4]. Meanwhile, the health IT marketing segment has seen new agency relationships such as Elemeno Health selecting Amendola to drive its targeted outreach, and Matter Communications becoming the agency of record for HighByte[2].

Digital platforms continue evolving at speed, with Google launching a major core update last month affecting publishers and advertisers, and introducing new AI-aided shopping tools to its ads platform. These advancements highlight a shift in consumer behavior towards mobile-first, AI-influenced discovery and purchasing, reflected in a 15.7 percent year-over-year global increase in consumer spending on mobile apps[3][8].

Industry leaders are responding to market uncertainty through tactical budget management, an increased focus on digital channels, strategic M&A activity, and leveraging AI tools to maintain efficiency. Compared to prior periods, there is heightened emphasis on flexibility, partnership, and cross-platform synergies to counter economic and regulatory pressures while meeting evolving consumer demands[1][5].

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The global advertising industry is showing robust growth and strategic adaptation in the last 48 hours, driven by expansion in streaming, advanced measurement partnerships, new acquisitions, and regulatory movement. Netflix reported a 16 percent year-over-year revenue increase to 11.08 billion dollars in the second quarter, with ad revenue expected to double to 3 billion dollars for the full year. Netflix now reaches 94 million users through its ad-supported tier, underlining growing advertiser demand for connected TV and streaming platforms.

New deals remain pivotal. Warner Bros. Discovery and VideoAmp announced an expanded multi-year partnership that will make VideoAmp a core measurement solution across WBD’s TV and digital channels. This reflects a shift towards audience-based guarantees and a more modern, multi-currency advertising ecosystem, replacing legacy measurement models. VideoAmp is simultaneously expanding deals with NBCUniversal, Paramount, and TelevisaUnivision.

Strategic acquisitions continued as MedComms Experts acquired NexGen Healthcare Communications to create a unified commercial platform for healthcare advertising. In Brazil, Azerion became the exclusive monetization partner for Deezer, launching a significant integration that will give brands access to millions of engaged listeners on Deezer’s ad-support tier. Media and event partnerships are also evolving. For example, New Digital Age partnered with Adwanted Group to co-promote major industry events, underlining the importance of live experiences.

Consumer behavior is fueling the increased importance of immersive, personalized ad formats. Digital convergence, such as the centralized media bundles announced by Epype and Your Home Digital, is making content sharing and campaign activation easier for business networks. MoEngage was singled out in the Gartner Peer Insights for exceptional performance in customer engagement, reflecting the premium on innovative engagement platforms.

On the regulatory front, lawmakers are scrutinizing AI-driven advertising with the proposed Stop AI Price Gouging and Wage Fixing Act, aiming to prohibit AI-based discriminatory ad pricing. Compared to periods prior to July, the industry is seeing not just growth but significant evolution in how advertising is measured, priced, and delivered across channels, with leaders investing in new technology platforms and partnerships to overcome challenges and future-proof operations.

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Over the past 48 hours the advertising industry has experienced accelerated transformation driven by technology market shifts and strategic partnerships. Global entertainment and media revenue neared three trillion dollars in 2024 and is now projected to reach three point five trillion by 2029 with advertising emerging as the primary revenue engine. According to PwC advertising is growing at more than six percent annually and digital formats now account for seventy two percent of all ad revenue in 2024 with a forecast to reach eighty percent by 2029. High growth areas include retail search advertising and in-game ads with retail ad share projected to climb from thirty three percent in 2020 to nearly forty six percent by 2029 and game advertising up from thirty three percent to nearly thirty nine percent over the same period.

Streaming upheaval is a defining story this week. Netflix has for the first time broken into the top three US media distributors after growing its market share to eight point three percent and reporting its ad business could double year over year. Netflix recently added Yahoo DSP as a programmatic ad partner and launched its own Netflix Ads Suite while YouTube continues to lead with twelve point eight percent share. This reflects a historic shift as online video now surpasses TV in viewership according to the July 2025 Digital Statshot report.

AI continues to transform campaign delivery and personalisation. Amazon released new AI agents for ecommerce advertisers via AWS marketplace and Meta platforms like Facebook and Instagram remain crucial for targeted reach backed by advanced segmentation and AI-powered campaign tools like Meta Advantage Plus. Partnerships are also shaping the landscape such as Criteo integrating with Mirakl to streamline retail media options for third-party sellers.

On the regulatory front the newly announced US AI Action Plan advocates deregulation to boost innovation and make it easier for advertisers to implement AI driven tools. Critics however warn this approach may erode consumer trust and increase skepticism toward AI powered ads.

Industry leaders are responding with rapid tech adoption direct-to-consumer strategies and investments in AI capabilities. Compared to previous months there is a notable pivot toward streaming digital formats and measurable engagement with brands optimizing for both reach and real time performance. With consumer spending still under pressure creative and data driven advertising is how industry leaders hope to sustain growth amidst these fast evolving challenges.

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The global advertising industry over the past 48 hours has been defined by rapid advances in artificial intelligence, notable channel shifts, and significant operational adjustments. The latest IAB Video Ad Spend & Strategy report found that 51 percent of US marketers are now using AI for video ad creation, with generative AI producing an estimated 30 percent of all digital video ads in 2025. By 2026, this is expected to rise to nearly 40 percent. The cost savings and speed offered by these tools have especially benefited small and medium-sized businesses, enabling them to produce high-quality digital video ads without large teams or expensive shoots and in effect democratizing the market.

Generative AI’s influence extends beyond video. According to a July 2025 ad industry survey, about 90 percent of advertising professionals report that generative AI is impacting their work, though most organizations are still in early adoption phases. About 23 percent say the technology has fundamentally transformed their operations, while 28 percent report more incremental gains. Despite AI’s growing role, there are challenges; the surge in AI-derived content is raising fresh concerns over brand safety and measurement reliability.

A pronounced shift in media spend is underway. Connected TV, or CTV, remains the top marketing channel for 2025, with one in three marketers increasing their investment, closely followed by mobile and retail media channels. Over half of advertisers say mobile delivers their most precise audience targeting, primarily leveraging first-party in-app data for segmentation.

Retail media continues to expand. 7-Eleven’s rapid rollout of its in-store “Gulp Radio” audio network is on track to reach 12,000 stores by the end of July, reflecting renewed focus on in-store channels as 90 percent of convenience sales still happen offline. Meanwhile, H-E-B’s partnership with Epsilon Retail Media brings new self-service ad buying capabilities, simplifying campaign execution and analytics for brands.

There are signs of market disruption as well. Promotional product distributor sales dropped by 3.2 percent year-over-year in Q2, driven by ongoing tariff uncertainty and macroeconomic hesitancy, especially affecting small and mid-sized suppliers and education clients.

Compared to previous months, advertisers are cautiously optimistic. Recent regulatory scrutiny, particularly around AI content integrity and cross-border tariffs, remains a wildcard as global brands adapt strategies for a more data-driven, tech-enabled advertising landscape. Industry leaders like Meta and Amazon are investing in open-source AI and start-up accelerators—moves designed to spur ecosystem innovation and prepare for further competitive disruption.

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The global advertising industry has experienced substantial shifts in the past 48 hours, highlighting powerful currents in technology adoption, channel focus, and ongoing regulatory pressures.

Generative AI is solidifying its grip on advertising workflows. Recent industry surveys confirm that 90 percent of advertising professionals are now impacted by generative AI. About 38 percent report piloting or testing AI-powered applications while 23 percent say the technology has fundamentally transformed their operations. Crucially, 86 percent of marketers either use or plan to use Generative AI specifically for video advertising and projections suggest that by next year, about 40 percent of all video ad content will be AI-generated. This acceleration is driven by AI’s promise of speed, reduced production costs, and highly personalized creative, especially in connected TV campaigns. Connected TV remains the lead channel for marketing dollars, with one in three agency respondents indicating increased spending in this space, followed closely by mobile and retail media formats. Mobile continues to be the most trusted for audience targeting, with over half of digital marketers reporting the greatest targeting efficiency on mobile devices.

Emerging retail media partnerships and new product launches are expanding the digital reach of in-store brands and retailers. For example, 7-Eleven’s Gulp Media Network is quickly deploying in-store audio advertising in partnership with Qsic, targeting 12,000 stores in the US by month’s end. Similarly, grocer H-E-B has introduced self-service retail media buying platforms enabling brands to purchase ads and monitor campaign performance directly, with ambitions to reach over eight million households weekly.

On the supply side, programmatic curation is gaining traction, as advertisers increasingly demand more relevant inventory and transparency. Cross-publisher bundling and ethical use of first-party data are becoming standard as privacy regulations tighten.

Challenges persist. Promo industry sales dropped 3.2 percent in the second quarter of 2025, marking back-to-back declines for the first time since early 2020. Distributors attribute this to tariff volatility, especially on Chinese and Canadian goods, and lingering client hesitation. Yet confidence is rebounding, with projections for improved spending in the latter half of the year.

Regulatory pressure, especially around transparency and pharmaceutical advertising, remains high. Legislation is being weighed that may limit or delay how and when certain products can be promoted, indicating that compliance remains a moving target.

Compared to prior months, adoption of AI and self-service technology is accelerating, while cautious optimism is replacing market hesitancy. Leaders are responding by doubling down on data-driven targeting and investing in technology to navigate volatility and regulatory complexity.

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