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Media Buying

On today's episode, we discuss the players in the advertising space—besides Meta, Google, and Amazon—that have created a billion-dollar ad business and which ones are close to gaining membership to the billion-dollar ad club. "In Other News," we talk about a refresh to the Federal Trade Commission's digital ad guidance and what Amazon's worldwide consumer chief stepping down means for the retail giant. Tune in to the discussion with our analysts Andrew Lipsman and Max Willens.

Netflix and Roku are the right match at the wrong time: A rumored merger makes sense on the surface, but not in the current landscape.

US adults are spending more time watching YouTube on connected TVs and less time watching it on mobile devices. This year, for the first time since we began our forecast, less than half of time spent with YouTube will be on mobile, as viewers pivot to watching these videos on the same screen as their TV programming, separate from their TikToks and Instagram Reels.

This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Search advertising is the oldest form of digital promotion, with roots in Google’s rise during the late 1990s. Search engine optimization (SEO) and search engine marketing (SEM) were disciplines that brought legitimacy to digital marketing departments. The sustained performance of search to this day is a big part of why Google remains such a powerful digital ad platform.

Among US social network users, those ages 18 and older will spend an average of 1 hour, 40 minutes per day on those platforms in 2022, the same amount as last year. This figure is peaking after pandemic restrictions fueled a rapid rise in social media use over the past two years, and it will decline by 2 minutes next year.

Sheryl Sandberg is leaving Meta at a crossroads: Departure of No. 2 exec comes as company faces major business challenges.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.

Amazon will make up 77.7% of US ecommerce channel ad revenues this year, contributing $27.94 billion of the $35.96 billion total.

Meta clashes with Apple over AppTrackingTransparency: The change damaged Meta’s profits, but Apple’s ad business is soaring.

Reddit trails other social networks in time spent: The platform’s efforts to boost its mainstream appeal could improve engagement.

Soft growth in a big market: Economic and pandemic headwinds restrain ad growth in China as tech crackdown challenges digital publishers.

This year, TikTok will surpass YouTube in terms of time spent by their respective adult users in the US. The short-video app will see 45.8 minutes per day from its average adult user, edging out YouTube, at 45.6 minutes.

Snap’s investor warning is a worrying sign for social media: The ad-relient industry is feeling the effects of piling changes and weakening economic conditions.

Google, Meta to get boost from Western Europe digital ad spending: Total category expenditures to exceed $90 billion this year, fueled by appeal of search and display formats.

With a category as broad as display advertising, any emerging trend is bound to have ad spending implications. A handful of hot topics, from the deprecation of third-party identifiers to the metaverse, will have varied levels of influence on display ad spending this year.

TikTok’s recent advances in its ad technology are making it easier for advertisers to plug into the platform and make buys. Since launching its self-serve ad platform in July 2020, TikTok has greatly expanded its targeting, custom content creation, and bidding capabilities.

Podcasts attract diverse audiences, but room for improvement is seen: Racial breakdown of podcast listeners nearly mirrors that of the US as a whole.