Global advertising is entering 2026 with cautious optimism, rapid AI adoption, and intensifying pressure for measurable, privacy-safe growth.

In the last 48 hours at CES, major media owners have put artificial intelligence at the center of their pitch to advertisers. NBCUniversal announced what it calls the first cross-platform premium video media buy powered by agentic AI, using autonomous agents to plan and transact across linear TV and digital, including live football playoff inventory for Q1 2026. This marks the first time its live sports ad slots are being sold via AI, signaling a step-change in how premium inventory is priced and allocated, even as humans retain oversight of strategy and brand safety.[5]

Microsoft Advertising, working with Publicis Media Exchange and Epsilon, unveiled a data and identity partnership that folds Epsilon’s consumer data into the Microsoft ad platform. Early tests in travel have delivered roughly double return on ad spend and a 42 percent increase in net-new targetable audience versus traditional in-market segments, underlining how identity-driven targeting is becoming the main lever for performance as third-party cookies fade.[1]

Programmatic buying is at a strategic inflection point. StackAdapt’s new State of Programmatic Advertising 2026 report finds that about 75 percent of marketers expect budget growth and 84 percent report stronger year-over-year performance, but top performers are four times more likely to consolidate their ad tech and embed AI across planning, activation, and measurement. These leaders are translating omnichannel ambitions into unified workflows, while laggards remain stuck in fragmented execution and wasted spend.[7]

On the supply side, digital out-of-home and connected TV continue to converge. DIRECTV Advertising has just announced expanded programmatic digital out-of-home access for its DIRECTV Remote product, noting that screen and TV-oriented out-of-home formats have recently surpassed billboards as the largest programmatic OOH asset category, reflecting a shift toward flexible, video-led placements.[11] At the deal level, investors are backing data-rich, place-based media, underscored by a fresh strategic investment in digital-out-of-home platform Trooh Media to scale Gen Z-focused, brand-safe environments.[2]

Consumer behavior is also shifting. New Year campaigns are moving away from dramatic, short-term promises toward trust, credibility, and long-term wellness, partly driven by the mainstreaming of GLP-1 weight-loss drugs and a rise in deceptive advertising, deepfakes, and fake pharmacies in adjacent spaces. Brands and agencies are responding with tighter verification, more restrained claims, and heavier scrutiny of creator and affiliate content than in prior years.[3]

Compared with a year ago, when brands were experimenting with AI and omnichannel largely in pilots, the current moment is defined by operationalization: AI systems are now embedded in live sports buying, identity and measurement, and cross-screen optimization; investment is flowing into video-centric and youth-skewing channels; and leaders are competing less on sheer media spend and more on the sophistication and unity of their data and technology stacks.[1][5][7][11]

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In the past 48 hours, the advertising industry has surged with AI-driven innovations and strategic partnerships, signaling a shift toward agentic automation amid regulatory tightening. On January 6, 2026, PubMatic launched AgenticOS, enabling autonomous campaign planning and optimization with early tests showing faster decisions[2]. WPP rolled out Agent Hub, deploying AI Super Agents for marketers backed by its 75,000-user Open platform, used by clients like Coca-Cola[2]. IAB Tech Lab unveiled its Agentic Roadmap, extending standards like OpenRTB with protocols such as gRPC for scalable, interoperable AI execution, with a webinar planned for January 28[7].

Key partnerships include Omnicom Media's CES collaboration with Google on the Consumer Prompt Insights Agent to decode AI search intent[2], and Mediaocean with Basis Technologies for deep integration automating media campaigns from planning to delivery, building on 2024 holding company investments[3]. iSpot inked a measurement deal with Roku, boosting CTV reach; tests with Simplisafe yielded 23 percent more leads and 31 percent higher website visits[9].

Regulatory moves feature the UK's ban on junk food ads before 9pm TV and online promotions to shield kids[2], plus India's DPIIT extending AI-copyright feedback to February 6[2]. Google will allow prediction markets ads from January 21, opening US platforms like Kalshi to Search and YouTube[4].

An Omnicom study reveals ads losing ground: 71 percent of consumers trust peer opinions over ads, with half favoring AI and influencers[2]. Leaders respond by prioritizing creativity over data, per expert Amitesh Rao[2]. Compared to late 2025's foundational AI pilots, this week's launches mark accelerated agentic adoption, with no major disruptions but rising OOH engagement at 80 percent purchase influence[14]. India's SVOD market eyes 358 million subs by 2030, underscoring long-term digital growth[2]. (298 words)

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The advertising industry is kicking off 2026 with CES in Las Vegas as the new starting line for TV upfront negotiations, signaling a shift from traditional May timelines to year-round, tech-driven dealmaking.[2] Marketers are now engaging constantly on video and streaming strategies, accelerated by post-COVID streaming growth, with CES serving as a hub for AI, data, and measurement previews.[2]

In the past 48 hours, headlines highlight brands winning by listening rather than shouting, as engagement metrics fragment and paid reach weakens, pushing marketers toward authentic connections beyond campaigns.[1] Unilever's new CEO Fernando Fernandez plans to allocate half its massive ad budget to social media, exemplified by a TikTok push for Vaseline to go viral.[3]

No major deals, partnerships, or regulatory changes emerged in the last two days, but personnel moves are active, with Campaign Asia's weekly roundup covering January 5-9 shifts.[9] Consumer tech, key to ad platforms, faces a reset: global sales hit 1.3 trillion USD in 2025 up 3 percent from 2024, but 2026 growth stalls at minus 0.4 percent, with demand shifting to Europe and MEA; U.S. revenue still climbs to 565 billion USD, up 3.7 percent despite tariffs.[7][8]

Leaders like Disney are responding at CES with a Global Tech and Data Showcase, hosting 125 meetings for over 400 in-person attendees to blend storytelling with AI tools, smaller than 2025's eightfold larger event but more targeted.[2] Agencies like Horizon Media are demoing buy-side AI amid sell-side experiments.[2]

Compared to late 2025, this marks tighter scrutiny and impatient attention spans, evolving from broad campaigns to data-driven, high-value partnerships amid press freedom pressures.[5][6] No verified price changes, supply disruptions, or consumer behavior shifts reported in the past week, though CES spotlights subscription models and AI premium features.[8] Overall, the sector pivots to tech integration for resilient growth. (298 words)

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In the past 48 hours, the advertising industry has kicked off 2026 with a sharp pivot toward AI-driven visibility and privacy-first strategies, marking a convergence of trends reshaping discovery and consumer trust[1]. Gartner forecasts that by year-end, 25 percent of traditional search volume will shift to AI chatbots, pushing brands to optimize for citations in tools like ChatGPT and Google's AI Overviews rather than keywords alone[1].

Key developments include OpenAI and Stripe's launch of the Agentic Commerce Protocol, enabling AI agents to handle purchases autonomously via ChatGPT's Instant Checkout, demanding structured, machine-readable product data from advertisers[1]. Privacy matures as Chrome's third-party cookie phase-out nears completion by mid-2026, with leaders turning consent into trust-building experiences that boost loyalty[1].

No major deals, partnerships, or regulatory shifts emerged in the last 48 hours, but Visit Lauderdale debuted a global brand campaign on January 1, emphasizing destination marketing amid post-holiday audits[6]. Emerging competitors in AI agents challenge traditional funnels, as consumer behavior favors user-generated content like long-form reviews over brand ads[1].

Leaders like early adopters in Generative Engine Optimization are responding by auditing systems for AI compatibility, prioritizing retention over acquisition—proven more cost-effective post-holidays[1]. Social Media Today warns over-reliance on AI risks cheapening brands[2].

Compared to late 2025 reporting, January intensifies 2025's AI hype into actionable metrics, with no supply chain disruptions or price changes noted yet. Conferences like CES (January 6-9) signal upcoming AI integrations[1]. This sets a prepared industry trajectory, rewarding intentional experiences over improvisation.

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ADVERTISING INDUSTRY STATE ANALYSIS: JANUARY 2026

The advertising industry is experiencing a significant strategic pivot as we enter 2026, marked by a fundamental shift away from years of performance-focused spending toward premium media investments and brand building.

New research from WARC reveals a striking correction in advertiser behavior. Between 2019 and 2024, performance-led advertising budgets grew 19 percent while brand-building investment declined 12 percent, creating what industry experts describe as a "doom loop" that eroded long-term brand equity. However, data from the UK's Incorporated Society of British Advertisers now shows marketers are planning to redirect greater budget shares toward brand activity in 2026, signaling a fundamental mindset shift.

The evidence supporting this change is compelling. WARC's comprehensive testing across multiple markets found that ads in premium media environments delivered measurable advantages: 1.5 times more effectiveness at improving positive brand perception and 1.3 times greater effectiveness at driving purchase intent compared to lower-quality environments. Critically, premium placements often achieved these results at lower overall costs, challenging long-held assumptions about premium media efficiency.

WARC's research defines premium media as combining two dimensions: media brand reputation and credibility, plus media environment quality including content, design, and seamless advertising integration. Rather than binary distinctions, outlets exist along a spectrum of premium quality.

Beyond premium placement, the industry is embracing technological innovation. Marketers are increasingly adopting augmented reality for immersive product experiences, AI-powered personalization at scale, and interactive content formats. Short-form video continues leading content strategies while brands invest heavily in micro and nano influencer partnerships emphasizing genuine community credibility over broad reach.

Industry leaders emphasize that 2026 marks a transition from chasing attention to earning it through authentic storytelling and human-centered approaches. The defining metric has shifted from clicks and conversions to trust and long-term value creation. Communications professionals predict success will reward strategic clarity, specialized expertise, and intentional brand positioning over reactive speed.

This represents a meaningful correction from the performance-obsessed strategies that dominated the past five years, reflecting broader economic stabilization and renewed focus on sustainable growth over short-term metrics.

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The global advertising industry is closing the year in a state of uneasy momentum, driven by rapid AI adoption, shifting consumer attention, and tighter privacy rules.

In the past week, platform-level changes have dominated the landscape. Meta’s December 16 privacy policy update, now rolling through advertiser accounts, formally allows interactions with Meta AI to be used to personalize content and ads across Facebook, Instagram, WhatsApp, and Messenger, deepening first party data use at a time when third party tracking is constrained by regulation and browser changes.[4] This follows months of tests and signals a clear pivot to conversational data as a core advertising signal, compared with earlier reliance on cookies and pixel based tracking.[4]

At the same time, Google Ads is accelerating its AI driven product roadmap. Over the last two weeks, Google has expanded AI Max for Search campaigns, described as the fastest growing Search product in Google Ads history by adoption, and rolled out broader Demand Gen and Performance Max enhancements, including dynamic creative, automated bidding, and new customer acquisition goals.[4] This marks a notable shift from earlier 2025 updates that were more incremental; now, automation and black box optimization are becoming the default operating mode for search and performance marketers.[4]

Social and video platforms are also pushing into higher value verticals and enforcement. TikTok has launched specialized Travel Ads, designed for destination and accommodation promotion with direct booking integrations, signaling continued confidence in travel and experience demand despite macro uncertainty.[4] YouTube, by contrast, is tightening monetization rules with a VPN ad revenue policy that disables ads when VPN usage is detected and verifies creator locations, a response to advertiser pressure for cleaner geographic targeting after earlier concerns about misaligned impressions.[4]

Across these moves, three broad patterns are emerging. First, AI powered automation is becoming table stakes, raising barriers for smaller independent ad tech players compared with the more fragmented tool ecosystem seen earlier this year.[4] Second, privacy and location accuracy are turning into competitive differentiators rather than just compliance burdens, reshaping how platforms talk to brand safety conscious clients.[4] Third, vertical specific ad products, such as TikTok Travel Ads and new high impact formats on LinkedIn, suggest that growth is shifting from pure volume to deeper, higher priced solutions in key sectors.[4]

Industry leaders are responding by centralizing performance data, stress testing AI tools with controlled A B experiments, and renegotiating contracts to secure better transparency and measurement as they enter the next buying cycle.[4]

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The global advertising industry over the past 48 hours is closing the year in growth mode but under heavy pressure to prove performance and adapt to new rules.

Fresh market data shows digital remains the engine of ad growth. Global digital ad spend for 2025 is estimated around 734 to 740 billion dollars, close to three quarters of total ad spend worldwide, with search at roughly 352 billion and social at about 277 billion.3 Retail media and creator led advertising are expanding fastest, with US creator ad spending projected at 37 billion dollars in 2025, up 26 percent from 2024 and nearly triple 2019 levels.4

Pricing and competition are tightening. A new market research report on advertising and marketing services highlights strong client demand for performance oriented, accountable campaigns, and rising use of AI in research, content production, media buying, and analytics to control costs and speed delivery.9 Benchmarks from late season ecommerce campaigns show Google Ads spend up about 40 percent year over year with 69 percent revenue growth, but cost per click rising around 6 percent, underscoring both stronger demand and fiercer auction competition.5 Social benchmarks for 2025 show LinkedIn ad costs up about 20 percent, Reddit overtaking Pinterest in social ad spend share, and CPMs up in most tracked industries, in some cases by as much as 200 percent.1

Regulation is directly shaping strategy. In the UK, new rules restricting advertising of identifiable less healthy food and drink are now embedded in the advertising codes, pushing food and beverage marketers toward reformulated products, tighter audience filters, and non broadcast channels.8 Across Europe and North America, privacy laws are accelerating a shift from third party data toward contextual targeting and aggregated audience models, forcing platforms and brands to redesign measurement and attribution while keeping campaigns effective.11

Consumer behavior is shifting toward mobile, short form video, and creator content, with brands using micro influencers, shoppable formats, and performance contracts to counter ad fatigue and rising acquisition costs.3 7 4 Leading holding companies are responding with acquisitions in influencer tech and creator agencies, and by rolling out AI enabled planning, reporting, and optimization tools to protect margins and meet demand for measurable outcomes.4 9

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The advertising industry over the past 48 hours shows robust activity driven by major agency partnerships, platform enhancements, and streaming measurement deals, amid holiday M&A surges.

Key developments include Jaguar Land Rover entering exclusivity with WPP as its global marketing partner, while Kenvue selected WPP for creative and production on most brands and Publicis for media and tech across its portfolio[3]. Hunch partnered with TikTok to streamline cross-platform ad campaigns on Meta, TikTok, and Snap, aiding advertiser scaling[2]. Nielsen expanded its multi-year deal with Roku, integrating Roku data for precise TV measurement; Roku's Channel is now the number-two ad-supported streaming app, with seven in 10 streaming hours ad-supported per October 2025 Nielsen data[4].

Platform updates feature LinkedIn opening top-of-feed Reserved Ads to all managed advertisers for B2B boosts, Microsoft Advertising rolling out Content Targeting for Audience ads globally, and YouTube streamlining creator-brand partnerships with performance insights[1]. Instagram added New Year's custom effects, anticipating peak usage[1].

In M&A, Larry Ellison pledged a $40.4 billion personal guarantee for Paramount's $108.4 billion bid on Warner Bros. Discovery, amid $463 billion in global deals this December, up 30 percent year-over-year[3][6]. Indian FMCG firms expect 2026 margin gains from lower commodity prices, spurring higher ad spends[3].

Compared to early December's tariff worries in promo products, recent news signals rebound, with Q3 sales up 5 percent year-over-year after dips[5]. Leaders like WPP are responding by consolidating mandates, while platforms prioritize AI-driven targeting and measurement accuracy. No major regulatory shifts or disruptions emerged, but ad-supported streaming growth underscores shifting consumer behavior toward free, on-demand viewing[4]. Verified stats confirm streaming's dominance, positioning advertisers for 2026 efficiency gains[1][4].

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In the past 48 hours, the advertising industry shows steady resilience amid economic pressures, with key partnerships and tech expansions driving momentum as 2025 wraps up. On December 17, Surfside expanded its commerce media platform to include in-store inventory, enabling personalized retail ads in physical stores for omnichannel reach[4]. That same day, Navigate Patient Solutions and Glacial Multimedia launched an exclusive partnership to boost marketing for cataract surgeons, highlighting niche healthcare ad growth[4]. Meta rolled out AI-powered updates to its Partnerships Hub in December, turning organic creator content into scalable partnership ads on Facebook and Instagram[6][8].

Out-of-home advertising hit a record Q3 2025 high, with US revenue up 4.5 percent year-over-year to 2.13 billion dollars, and year-to-date at 6.98 billion dollars, up 3.2 percent; digital OOH grew 11.6 percent, now 35 percent of total revenue[3]. This extends 18 straight quarters of growth, outpacing digital media's flat Q1 and mixed Q3, where four of six publishers like The New York Times reported digital ad revenue gains, projecting mid-to-high single-digit increases for Q4[1].

Leaders are responding aggressively: NBCUniversal expanded programmatic pause ads on Peacock via partners like Amazon DSP and The Trade Desk, delivering 3.28 dollars ROAS and 5.41 dollars in campaigns like Advil's, with 79 percent higher ad likeability[2]. The Arena Group tests AI content recommendations to combat zero-click traffic, targeting seven-figure revenue lifts[1].

No major regulatory shifts or disruptions emerged in the last 48 hours, but broader trends like AI noise in performance marketing and franchise digital shifts signal caution for 2026[5][7]. Compared to early 2025's slow digital ad start from tariffs and traffic declines, Q4 pacing is stronger, with execs optimistic for Q1 2026 growth[1]. Consumer behavior tilts toward video and OOH amid search changes, with no notable price or supply chain shifts reported this week. Overall, scale via partnerships and AI is key to navigating uncertainty. (298 words)

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The global advertising industry is ending the year in expansion mode, but power and growth are concentrating in fewer, more data‑rich hands. Digital now accounts for roughly 72 percent of total ad spend, after digital revenues grew 21 percent year over year in the latest reported quarter, while total advertising revenue rose about 13 percent, the fastest pace since early 2022.[3]

Over the past week, new deals and partnerships have underscored this consolidation. Analysts report that ad related mergers and acquisitions in the first half of this year were up about 50 percent versus the same period a year earlier, with platforms like Disney, DAZN, and Pinterest all striking major media and connected TV advertising deals.[2] Just in recent days, WPP Media expanded its partnership with Google to gain access to non public YouTube creator and video data, aiming to reduce fragmentation in the creator economy and give brands more precise, scalable influencer campaigns.[6]

AI continues to reshape product offerings and strategy. Google Ads’ 2025 year in review highlights more than 60 AI powered improvements that helped drive a reported 26 percent increase in conversions per dollar for its Demand Gen campaigns.[1] Agencies and holding companies are responding by prioritizing outcome based buying and tighter supply path optimization, as seen in Google Ad Manager’s new smart packages and Buyer Direct tools that build deals around performance metrics such as viewability and click through rate instead of just impressions.[4]

Consumer behavior is shifting toward digital video, creator content, and commerce media. Industry forecasts for the coming year show almost half of marketers planning to increase media spend, with digital video and connected TV among the biggest winners.[3] U.S. creator economy ad spend alone is projected to reach 37 billion dollars in 2025, a 26 percent increase year over year, reflecting advertisers’ growing adoption of social first and creator led strategies.[6]

Compared with earlier in the decade, when spend was more evenly distributed and manual optimization was common, the current environment is marked by rapid AI automation, higher creator and commerce budgets, and more negotiating leverage for large platforms that control premium inventory and first party data.

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Global advertising is ending the week in a mood of guarded optimism, defined by AI acceleration, consolidation at the top, and a scramble for new performance channels.

Fresh estimates from WARC indicate global ad spend is on track to grow about 8.9 percent in 2025 to roughly 1.19 trillion dollars, an upgrade driven largely by big tech platforms capturing most of the incremental dollars compared with earlier forecasts this year.[5] This continues a multi‑year pattern in which digital platforms and retail media networks concentrate the bulk of growth.

Structurally, the biggest recent shock is Omnicom’s 13.5 billion dollar all‑stock acquisition of IPG, completed in late November, creating the world’s largest advertising group with more than 25 billion dollars in annual revenue and roughly 32 percent global market share, ahead of WPP and Publicis.[4] Compared with prior years’ more modest network tuck‑ins, this marks a decisive consolidation that tightens competition for independents and mid‑sized holding groups.

Over the last 48 hours, deal activity has focused on performance channels and AI. Pinterest announced it will acquire connected TV performance platform tvScientific, aiming to combine its 600 million monthly active users with measurable, outcome‑driven CTV buys so advertisers can see how television lifts digital performance campaigns.[7][9] Universal Ads expanded its Universal Audience Network to more than 20 CTV and video publishers, promising simpler cross‑publisher video buying and measurement for brands that are shifting budgets from linear to streaming environments.[7]

AI is moving from experimentation to front‑line creative and media. Mirakl launched a fully AI‑generated global Christmas film as its first major brand campaign, explicitly positioning AI agents and automation as core to commerce storytelling.[1] Gutenberg announced a strategic partnership with CambrianEdge to position itself as a global AI‑powered marketing agency, signaling how agencies are retooling service models around generative and predictive tools.[15] On the regulatory front, marketers are still digesting Google’s decision to wind down the Privacy Sandbox due to low adoption and Meta’s new, lighter personalization options in the EU, which are already fragmenting signals and forcing heavier reliance on first‑party data and modeled conversions compared with earlier privacy rollouts.[3]

Consumer behavior is tilting further toward AI‑mediated discovery and streaming. Marketers report more volatile performance in the EU and rising cost pressure in premium video, but leaders are responding by leaning into measurable channels like CTV performance, investing in AI creative pipelines, and pursuing scale through mergers and data partnerships, a clear escalation from the more cautious tests seen even a few months ago.

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Global advertising is ending the week in a surprisingly strong position, with fresh data and deals underscoring both resilience and rapid restructuring.

WPP Media’s new “This Year Next Year” end‑of‑year forecast, released this week, now projects global ad revenue to reach about 1.14 trillion dollars in 2025, up 8.8 percent year on year excluding US political advertising, with a five‑year compound annual growth rate of 6.3 percent.[1] This is slightly more optimistic than mid‑year outlooks, driven by better‑than‑expected trade conditions and a boom in AI investment.[1]

Channel mix continues to shift fast. Commerce, or retail media, is forecast to hit 178.2 billion dollars in 2025 and for the first time overtake total TV ad revenue, while content‑driven advertising remains the largest bucket at roughly 663.5 billion dollars and 58 percent share.[1] Gaming is the fastest‑growing content channel, up nearly 30 percent to 8.5 billion dollars, although still less than 1 percent of total spend.[1] Traditional newspapers are stabilising around 31.4 billion dollars before resuming decline, and digital out‑of‑home is on track to reach parity with classic outdoor by the end of the decade.[1]

New data from Infobip this week signals how consumers are actually responding to marketers. On Black Friday 2025, rich communication services messaging traffic jumped 277 percent year on year, and promotional email volumes rose 241 percent, confirming that mobile messaging and email remain workhorse performance channels even as brands experiment with AI and retail media.[5] This contrasts with 2023 and 2024 narratives that predicted a sharper pivot away from email toward in‑app and social messaging.

Deals and partnerships also point to structural change. Out‑of‑home ad‑tech provider Broadsign has just acquired Place Exchange, with new investment from Crestline Investors, to build what it calls the most comprehensive programmatic digital out‑of‑home stack and to meet rising demand for more measurable, automated outdoor buys.[2] In sports marketing, the LA Kings announced a new multi‑year partnership with Twilio, which will put the customer engagement platform on away helmets and wire its data tools directly into fan communications before, during, and after games.[4]

Regionally, India continues to see rapid platform and measurement innovation. In the last 48 hours, AdCounty Media launched OpsisAds, an AI‑led mobile advertising platform with real‑time reporting, while Hansa Research introduced an independent digital video ad impact service covering YouTube, Instagram, Facebook, OTT, and other mobile video environments.[3] These launches respond to advertiser demands for transparency and cross‑platform effectiveness data in a market where social and streaming consumption are still climbing.

Compared with reporting earlier this year, the picture now is of an industry leaning harder into AI, retail media, and measurable digital channels, while using partnerships and acquisitions to modernise legacy formats like out‑of‑home and sports sponsorships and to keep pace with more demanding, mobile‑first consumers.

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Global advertising is ending the year in a position of cautious strength, with growth driven by AI, retail media, and streaming, even as marketers remain wary about economic headwinds.

According to WPP Medias December 2025 This Year Next Year forecast, global ad revenue is projected to grow 8.8 percent in 2025, reaching 1.14 trillion dollars, with a five year compound annual growth rate of 6.3 percent.[1] Commerce and retail media are central to this story: commerce ad revenue is expected to hit 178.2 billion dollars in 2025 and surpass total TV advertising for the first time, confirming a multi year shift of budgets from linear TV to retail and performance channels.[1][5] At the same time, content driven advertising, including digital video and social, remains the largest category at 663.5 billion dollars, or 58 percent of global revenue.[1]

In the past 48 hours, several developments highlight how the industry is operationalizing these trends. Magnite announced it has been selected as the key monetisation partner for Indias CTV and FAST platform RunnTV, using its SpringServe technology and private marketplace deals to scale connected TV revenue in one of the fastest growing streaming markets.[6] Separately, Anoki disclosed an integration with Index Marketplaces that brings AI powered scene level contextual targeting to connected TV buyers globally, reflecting a broader push toward privacy safe, signal light targeting as cookies and device identifiers become less reliable.[3]

Leaders are leaning into AI, data collaborations, and partner ecosystems to respond. Major players are investing in AI driven planning, measurement, and creative optimization, while companies like Microsoft Advertising continue to spotlight high performing agency partners across EMEA and LATAM to deepen ecosystem ties and execution quality.[2]

Compared with earlier 2024 and early 2025 outlooks that anticipated softer growth, the latest WPP Media forecast marks an upward revision, attributing resilience to better than expected trade conditions and an AI investment boom.[1] However, broader CMO surveys still show marketing budgets flat as a share of revenue and confidence under pressure, pushing advertisers to demand more measurable performance, tighter supply paths, and closer links between media exposure and retail or commerce outcomes.[7][5]

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The global advertising industry is ending the week on a cautiously upbeat note, powered by artificial intelligence, streaming, and retail media, but facing mounting pressure on traditional channels and regulation.

WPP Media’s new end of year forecast, released in the past 48 hours, raises its 2025 global ad growth outlook to about 8.8 percent year on year, excluding US political advertising, citing strong demand for AI powered targeting, automation, and measurement tools.[1][4] Content driven advertising is now expected to reach 663.5 billion dollars in 2025, up 7.9 percent from 2024 and accounting for roughly 58 percent of global ad revenue, before easing slightly over the rest of the decade.[4] Streaming and social are the primary engines, with social and digital content spend projected at 413 billion dollars in 2025, up 12.8 percent.[4]

At the same time, linear television continues to decline structurally. WPP projects linear TV ad spend will fall 3.8 percent to 123.5 billion dollars in 2025, with another 2.6 percent drop in 2026, while global streaming TV advertising is set to grow more than 15 percent in both 2025 and 2026.[4] Gaming and commerce media remain standout growth segments: in game advertising is forecast to surge almost 30 percent to 8.5 billion dollars in 2025, while commerce and retail media should reach 178.2 billion dollars, or about 15.6 percent of global ad revenue, surpassing total TV ad spend for the first time.[4]

Deals this week underline the pivot to connected TV. On December 8, Equativ and Deutsche Telekom announced an expanded partnership making Equativ the exclusive ad server and first programmatic partner for MagentaTV across Europe, ahead of the FIFA World Cup 26.[2] The agreement brings dynamic ad decisioning, addressable TV, and privacy first targeting to more than 5.5 million German TV customers, giving brands premium sports and entertainment inventory with richer data and measurement.[2]

Regulators also remain active. In the United States, broadcast and political advertising rules were a focus of Federal Communications Commission activity during the week of December 1 to 5, reinforcing disclosure and sponsorship identification requirements for stations carrying issue and candidate ads.[3] Compared with earlier this year, the balance has shifted further toward digital, AI enabled, and retail media channels, while traditional broadcasters face tighter rules, softer pricing, and the need to offer more data driven, cross platform packages in response.

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ADVERTISING INDUSTRY STATE ANALYSIS: DECEMBER 2-4, 2025

Over the past 48 hours, the advertising industry has experienced significant developments centered on data democratization, media investment consolidation, and platform expansion.

The most notable development involves Untapped Growth and FreeWheel's partnership announced December 3, 2025, which is reshaping connected TV advertising accessibility. This collaboration specifically targets mid-market advertisers and independent agencies by democratizing access to premium CTV inventory previously reserved for large holding companies. Code3's CEO Craig Atkinson noted this represents a game-changer, offering rates and platform access at parity with scaled agency players. This addresses a longstanding industry friction point where economics and access advantages favored only the largest players, leaving viable strategies unexplored due to cost barriers.

Simultaneously, the prediction market sector is pushing into mainstream advertising and media. Kalshi and CNN struck a landmark partnership on December 3, creating real-time probability data feeds across CNN's television, digital, and social platforms. This development legitimizes prediction markets while opening new content and engagement opportunities for news organizations seeking to move beyond reporting what happened toward forecasting what may happen.

On the media investment side, Manifest Capital and Kaczmarek Digital Media Group announced a strategic partnership to form a multi-tiered media investment platform focused on acquiring entertainment intellectual property. This includes potential acquisitions of independent film catalogs and direct-to-consumer streaming platforms, signaling continued consolidation in media investment strategies.

Additionally, Manifest PR launched The Etc. Collective, a new international network of independent communications agencies, addressing the fragmentation within the indie agency space.

These developments reflect three key industry trends: First, the push toward democratizing premium advertising access previously concentrated among major players. Second, the expansion of data-driven journalism and real-time market intelligence into mainstream media consumption. Third, continued consolidation and network-building among independent firms and alternative investment structures.

The underlying narrative shows the advertising industry shifting toward transparency in pricing, broader access to premium channels, and the integration of predictive analytics into mainstream content strategies. These movements suggest 2026 will emphasize equity in access and data-driven decision making across advertising and media landscapes.

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ADVERTISING INDUSTRY SNAPSHOT: DECEMBER 2, 2025

The advertising landscape is undergoing rapid transformation as we enter the final month of 2025, marked by strategic consolidation, AI integration, and a fundamental shift in how brands engage with consumers during peak holiday season.

MAJOR DEALS AND PARTNERSHIPS

United Airlines and Travelport announced a strategic long-term partnership on December 2, positioning travel distribution as a key battleground for retail innovation. The deal grants Travelport early access to United's advanced NDC technology with co-development opportunities, representing a new model of airline-distributor collaboration focused on transparency and flexible retailing solutions for travel agencies and corporate buyers.

In agency consolidation news, Publicis acquired sports and experiential agency Bespoke as part of its broader sports and culture-focused expansion strategy. Wpromote also merged with Giant Spoon, combining performance and creative capabilities to appeal to both CMOs and CFOs amid ongoing industry consolidation.

AI AND CONSUMER BEHAVIOR SHIFTS

The past 48 hours have revealed critical marketing truths for the holiday season. Raw, personality-driven content is significantly outperforming polished, flashy campaigns as consumers increasingly favor authenticity over theatrical messaging. Brands demonstrating clear positioning and specific value propositions are winning scarce consumer attention across TikTok, Reels, YouTube Shorts, and other platforms.

Retention marketing is proving more valuable than paid acquisition, with loyalty emails and personalized offers delivering superior ROI compared to last-minute ad spending. This represents a fundamental shift in holiday marketing strategy from buyer acquisition to customer relationship optimization.

PLATFORM INNOVATIONS

YouTube rolled out revolutionary side-by-side ads in late November, creating non-intrusive advertising formats that maintain effectiveness while improving user experience. This format particularly benefits brand awareness campaigns and retargeting efforts.

LinkedIn introduced AI-powered people search tools for Premium users, transforming professional networking and B2B marketing capabilities.

MARKET DYNAMICS

Black Friday and Cyber Monday 2025 shattered expectations with record-breaking e-commerce performance. TikTok Shop experienced particular success with 12,000 new sellers joining in November and 3.2 billion dollars in gross merchandise value during Black Friday weekend alone, representing a 54 percent increase in ad conversions for TikTok advertisers.

Pinterest identified the overlooked Q5 period from late December through February, noting New Year searches are up 145 percent with significant growth in organization, planning, and wellness content categories.

The advertising industry is decisively shifting toward authenticity, AI integration, and retention-focused strategies as traditional seasonal tactics lose effectiveness.

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The advertising and retail landscape is experiencing significant shifts as we enter December 2025, with major policy changes and market disruptions reshaping the industry within the past 48 hours.

Meta is set to implement a transformative change on December 16, 2025, when it will begin using AI conversations to personalize ads and target consumers. This represents a fundamental expansion of data collection capabilities, creating what industry observers describe as the richest behavioral dataset in advertising history. Advertisers are being advised to prepare immediately rather than wait, as early adoption could provide competitive advantages once the feature launches.

The advertising technology space is expanding further, with reports indicating ChatGPT ads are coming in 2026. OpenAI expects 20 billion dollars in annualized revenue by year end 2025, with up to 20 percent coming from new shopping and advertising-related features.

Meanwhile, the broader advertising and marketing industry continues experiencing consolidation and strategic shifts. Recent deals show CPR Global taking on communications mandates for emerging brands, while major media companies like Sri Adhikari Brothers are pivoting toward AI and data center operations, signaling a quiet shutdown of traditional TV channels.

Consumer spending patterns show resilience, with Black Friday ecommerce sales reaching record levels, up 30.7 percent since 2020. Adobe Analytics recorded 11.8 billion dollars in US online spending on Black Friday alone, representing nearly a 10 percent increase from the previous year.

However, the industry faces headwinds from trade policy volatility and supply chain pressures. Tariff uncertainty continues affecting how advertising-dependent retail and fashion brands operate. Several major fashion retailers including Forever 21 and SSENSE filed for bankruptcy protection in 2025, citing tariff impacts and changing consumer preferences toward cheaper fast-fashion alternatives.

For 2026, advertising strategists emphasize that success depends on balancing traditional approaches with new AI-driven capabilities while navigating persistent supply chain complexity and regulatory uncertainty. The convergence of AI advertising tools, changing consumer behavior, and macroeconomic pressures suggests the next phase of digital transformation will be defined by those who can adapt fastest to these intersecting forces.

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The advertising industry witnessed major consolidation and strategic pivots over the past 48 hours, with significant implications for market dynamics and competitive positioning.

The most consequential development came as Omnicom completed its 13.5 billion dollar acquisition of Interpublic Group, creating the world's largest marketing and sales company by revenue. This merger received unconditional clearance from the European Commission, removing the final regulatory hurdle. The combined entity brings together Omnicom's Omni platform and Flywheel digital commerce data with IPG's Acxiom Real ID capabilities, positioning the merged company to compete more effectively against tech giants capturing the trillion dollar plus advertising market.

However, industry experts caution that scale alone may not deliver transformation. As one analyst noted, consolidation for efficiency sake represents yesterday's logic, with questions remaining about whether the fundamentals of advertising business will hold or if the game has fundamentally changed.

In parallel developments, leadership changes signal strategic repositioning. Reliance Retail appointed Srivats TS as senior vice president and head of marketing, who previously led Netflix India's marketing efforts for nearly four years. This move reflects intensifying competition for top talent across retail, streaming, and food services sectors.

India's advertising landscape shows particularly dynamic movement. Swiggy is sharpening its digital focus and Gen Z targeting as the food economy expands rapidly. Meanwhile, Black Friday has evolved into a Cyber 5 week phenomenon, with Meta reporting Indian shoppers increasingly using social platforms and AI tools for brand discovery, creating new performance windows for direct-to-consumer and creator-led businesses.

Geographic regulatory changes emerged as Mumbai's BMC introduced new outdoor advertising policies capping hoarding sizes, mandating structural safety checks, and curbing digital screen brightness and timings. All permissions shifted to an online system.

Emerging opportunities arose for independent agencies following the Omnicom-IPG consolidation, though industry leaders cautioned that while real, the opportunity remains far from straightforward.

Sports sponsorship continued robust activity, with Coca-Cola becoming title sponsor for Bowl Season in a multiyear deal, while various brands expanded esports and international football partnerships.

The 48-hour period reflects an industry in transition, marked by consolidation, regulatory evolution, and strategic repositioning as companies adapt to changing consumer behavior and technological disruption.

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The advertising industry in the past 48 hours has been marked by major mergers, accelerating digital innovation, and shifting client behavior amid profit pressures. Most notably, Broadsign announced on November 25 the acquisition of Place Exchange, consolidating the out-of-home programmatic advertising sector. This deal strengthens Broadsign’s global footprint and enables advertisers to leverage more comprehensive, data-driven buying options. Out-of-home advertising spend is forecast to hit 49 billion dollars globally in 2025 within a nearly one trillion dollar overall ad market. Programmatic out-of-home media has seen strong adoption, with technical infrastructure advances simplifying inventory transactions for brands like Disney, H and M, and Johnson and Johnson across thousands of screens worldwide. Regulatory approval has not been a barrier; recent guidance in Australia and Europe has ensured smooth expansion of these platforms.

In the agency world, Omnicom’s 13.3 billion dollar merger with Interpublic Group is expected to close imminently, forming the world’s largest advertising holding company. Regulators in Europe and Australia found competition levels sufficient for approval, as rivals like WPP and Publicis still exert significant influence. This reshaping should drive operational efficiencies for marketers but heighten pressure on midsize agencies.

Market dynamics reflect both opportunity and stress. Despite growth in digital video ad spend, expected to rise from 104.65 billion dollars last year to 140.28 billion in 2025, agencies such as S4 Capital and M and C Saatchi report profit warnings due to weaker client spending and delayed contracts. Clients are rerouting budgets toward artificial intelligence, advanced analytics, and new immersive products, including 3D and AR advertising. Media Pulse and 3Rock Global’s new partnership in Canada brings these next generation formats to connected TV, offering more interactive, measurable brand experiences.

Meanwhile, VFX in advertising continues an upward trajectory, with the market anticipated to grow from 2.8 billion to over 3 billion in the current year, driven by social media, streaming platforms, and an intensified demand for visually engaging content.

Overall, the latest period highlights rapid digital transformation, deal-driven consolidation, and rising client expectations for measurable, immersive campaigns even as some agency segments forecast tightened margins and slower contract flows compared to earlier this year.

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The global advertising industry is experiencing rapid transformation, driven by surging investments in artificial intelligence, retail media, and creator content over the past two days. Major deals and partnerships are drawing attention, such as Clear Channel Outdoor extending its airport media partnership and Google Cloud signing a multi-million dollar sovereign AI cloud deal with NATO, underscoring technology’s growing influence on the sector.

Recent analysis from Kantar highlights a sharp expansion of retail media networks, now numbering over 200 worldwide. Retail media ads are delivering 1.8 times better results and nearly triple the purchase intent of traditional digital ads. Marketers are responding, with a net 38 percent planning to increase retail media investment in 2026. Similarly, creator content continues to accelerate, with 61 percent of marketers planning to boost creator partnership budgets. However, this surge is coupled with a shift toward rigorous measurement of return on investment and brand impact, not just engagement.

Generative AI is now central to creative testing and campaign optimization. Seventy-five percent of marketers globally are excited about generative AI, but the focus has shifted from hype to practical execution. Market leaders like Amazon and Google have recently launched AI-driven shopping and agentic checkout features, aiming to drive both performance and transparency. JioStar and Nielsen also unveiled breakthrough cross-screen measurement, revealing that smart, unified media planning can provide 20 to 40 percent more incremental reach and nearly eliminate duplication across TV and digital channels.

The industry faces challenges, including economic caution reflected in recent US Nasdaq market drops and concerns about the sustainability of AI startup valuations. However, a projected global content marketing growth to 394.9 billion dollars in 2025 reflects enduring sector strength and optimism, with 72 percent of North American marketers expecting larger budgets compared to last year.

Consumer attitudes are evolving, with new Kantar data showing 65 percent now value brands for diversity and inclusion, up from 59 percent in 2021, and shopper definitions of luxury shifting from quality to price. The overall trend is clear: advertisers are rapidly adopting AI and data integration to balance brand-building and short-term performance, while demanding better accountability and adapting quickly to changing consumer expectations and technological disruption.

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