Latest Marketing & Advertising News
BIA Raises 2026 US Local Ad Forecast to $184.5 Billion
BIA Advisory Services updated its 2026 US local advertising forecast to $184.5 billion, up 8.1% from 2025, driven by digital media reaching $104.1 billion and traditional $80.4 billion. Growth stems from mobile, social, video, streaming, political ads, and ad tech, amid a K-shaped economy boosting discretionary categories.
Digital out-of-home is now a distinct category highlighting programmatic trends.
Pepsi Cuts Ad Spend by $500 Million Amid Price Hikes Backlash
Pepsi reduced advertising by an estimated $500 million in 2025 after raising prices to protect margins post-COVID, now facing pressure to reverse both as efficiency gains hit working and nonworking ad lines. Barclays analyst questioned the cuts during earnings, confirmed by CFO.
This reflects broader CPG brands tightening budgets after inflation.
Brands on 9 Streaming Platforms Claim 34% of US CTV Ad Spend
Advertisers active on all nine major streaming platforms account for 34% of US streaming TV ad spending, per MediaRadar. Number of brands spending $50M+ on CTV grew 23% in 2025 to 32 advertisers.
Audience fragmentation drives multiplatform strategies, with 70% of CTV viewers preferring streaming over linear.
Dentsu Study: Underinvestment in Video Creates Brand Building Gap
Dentsu's 'The Brand Reset' study shows digital video, including short-form, delivers multi-year brand effects rivaling linear TV, challenging performance-only focus. A single ad exposure can boost sales 1-5% over three years; connected TV matches linear impact.
Voluntary attention in skippable formats outperforms forced if sustained.
Possible Conference Doubles Footprint, Expects 6,500 Attendees
The Possible marketing conference in Miami expands to two hotels, nearly doubling space with 20% more attendees from 5,400 in 2025 to 6,500. Features larger outdoor areas like beachfront for ecosystem intersection of marketing, media, and culture.
Gains traction as key industry gathering in its fourth year.
YouTube Rolls Out Interactive TV Ads and 90-Second Unskippables
YouTube introduces interactivity to TV content and starts showing 90-second unskippable ads to TV viewers. This enhances engagement amid evolving TV advertising trends.
Part of broader daily news on platform innovations.
Instagram Eliminates 'Link in Bio' Feature
Instagram is killing the 'link in bio' tool, potentially sidelining creators and brands reliant on it for traffic. This shifts how marketers drive external engagement on the platform.
Highlighted in AdExchanger's daily roundup.
Samba TV and TiVo Ads Launch UK Data Partnership
Samba TV partners strategically with TiVo Ads on data in the UK to boost targeted advertising capabilities. Aims to leverage combined datasets for better ad performance.
Announced amid connected TV growth.
Wpromote Tests Kargo's AI Agentic SSP Tools
Independent agency Wpromote is early tester of Kargo's AI unified buying platform, Project Kera, in closed beta. Shares insights on its broader AI strategy for supply-side platform advancements.
Focuses on agentic tools for advertising efficiency.
AI Mandates First-Party Data in Agentic Advertising Era
AI settles third-party cookie debate by structurally requiring first-party data for agentic advertising systems. Capital is shifting accordingly as industry pivots.
Emphasizes data's role beyond cookies.
Publicis Drops The Trade Desk; Buyers Skeptical of DSP Transparency
Publicis stops recommending The Trade Desk to clients; other DSPs like Viant aggressively pitch alternatives amid transparency concerns. Brand marketers and agencies doubt DSP claims.
Buyers remain unmoved despite backlash.
Nutella Scores Organic Product Placement on Artemis II Mission
Nutella tub floated by in Artemis II lunar mission livestream, delivering dream organic product placement. Highlights serendipitous marketing wins.
Covered in AdExchanger roundup.