Latest Marketing & Advertising News
Google's December Core Update Devastates Publisher Traffic
Google's third core update of 2025 on December 11 caused severe ranking volatility and up to 70-85% drops in Discover traffic for news publishers during peak holiday advertising season. Publishers reported their worst traffic periods amid high seasonal ad rates.
Meanwhile, OpenAI signals advertising ambitions with ChatGPT exploring ads.
Omnicom Completes $13.5B Acquisition of IPG in Historic Merger
Omnicom finalized its $13.5 billion acquisition of Interpublic Group in late November, marking the largest deal in advertising history and capping a record M&A year. The merger creates a marketing behemoth with combined billings surpassing WPP, despite FTC scrutiny.
Omnicom announced 4,000 job cuts to consolidate units and unify data strategy.
TV Advertising Hits Turning Point as Streaming Surpasses Linear
2025 saw streaming viewership exceed linear TV for the first time, with ad-supported viewing outpacing ad-free and sports rights shifting to streamers. Disney's programmatic sales rose 30% year-over-year, with 70% of biddable deals tied to upfronts.
AI is personalizing full-funnel consumer journeys across platforms.
Tariffs Force Brands to Reshape Marketing Strategies
Trump administration tariffs disrupted marketing in 2025, prompting some brands to relocate production from China to Brazil or Mexico while others halted advertising. WPP upgraded its ad revenue growth forecast to 8.8% despite challenges.
Conservative clients may cut media spend by 5-10% in 2026, offset by major events.
Creator Economy and Influencer Marketing Dominate 2025 Trends
Micro-influencers, UGC, and creator partnerships offer precise targeting and high ROI, with 70% of Gen Z discovering products via influencers on TikTok and Instagram. Brands see 80% of consumers acting on creator content, fueling live shopping and ambassador programs.
Platforms like Stack Influence scale campaigns with armies of micro-influencers.
Google Delays Cookie Deprecation Indefinitely
Google admitted the cookie era might persist after years of post-cookie preparations, shocking advertisers amid regulatory and publisher backlash. This caps a year of circular upheaval in ad tech with consolidation and innovation challenges.
Platforms and advertisers must adapt strategies accordingly.
Publicis Media Secures Kenvue's $1.3B Global Business
Kenvue awarded Publicis Media its $1.35 billion global media, commerce, and creative account after a review, with WPP handling most creative except Neutrogena. Publicis will lead for brands like Tylenol and Listerine, replacing incumbents including Omnicom's IPG units.
The move blends creativity and precision for brand building.
TUI MAGIC LIFE Launches Global Campaign 'Like a Vacation, Only Better!'
TUI MAGIC LIFE debuted its new international campaign on December 27 targeting couples and families in Europe via digital, social, CTV, OOH, and influencers. It emphasizes experiential all-inclusive holidays with activities and community, building on prior 'Like a Holiday, Only Cooler!' efforts.
The push strengthens brand positioning for 2026 travel.
FTC Warns 10 Companies Over Consumer Review Rule Violations
On December 22, the FTC sent letters to ten companies for potential breaches of the Consumer Review Rule, which protects honest customer feedback. This action underscores ongoing regulatory scrutiny on deceptive practices in marketing and reviews.
Companies must ensure compliance to avoid penalties.
AI and Omnichannel Trends Define Marketing for 2026
Placer.ai highlights 2026 trends including AI automation, data privacy, omnichannel integration, and location intelligence for data-driven journeys. First- and zero-party data emerge as key advantages amid shifting consumer behaviors.
YouTube and CTV solidify as central hubs for ads and discovery.
Warner Bros. Discovery Sale Sparks Media Bidding War
Warner Bros. Discovery put itself up for sale, drawing bids from Netflix ($72B) and a hostile $108.4B offer from Paramount Skydance. The contest highlights platform wars and shifting ad dollars in streaming.
Resolution may extend into 2026 amid antitrust concerns.
YouTube Emerges as 2025's Top Content and Ad Platform
YouTube dominated with soaring Shorts views, TV dominance, and creator influence, becoming a hub for entertainment, shopping, and search. In 2026, expect growth in vertical content optimization for living rooms and ad shifts from linear TV.
AI further integrates into search and discovery.