The one constant: Here are some shifts underway in digital ad spending:
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Tech giants’ ad ambitions show. Apple is ramping up its mobile search business—at Meta’s expense—and getting into streaming TV ads. Microsoft has quietly laid a foundation for the future of digital advertising with assets in search (Bing), social (LinkedIn), gaming (Xbox), retail media (PromoteIQ), and ad tech (Xandr).
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Ecommerce giants power the retail media boom. Amazon drove—and now dominates—digital advertising’s third wave with a powerful combination of search, display, and streaming TV ads. Walmart and Instacart are replicating this as they scale their retail media businesses.
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Streamers embrace ads. Netflix and Disney+ recently unveiled their own ad-supported tiers. Spotify ads are beginning to scale.
Where the growth is: Among retail media networks, the top revenue gainers will be Walmart (up 42%) and Instacart (up 41%), while Amazon will attract the most net new ad revenues in 2023 at $5.48 billion.
Go further: To learn about more changes in store across social media and commerce in the year ahead, read our report, Top 8 Trends to Watch for 2023.