Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. "Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers."
Automation can fill resource gaps while also tying more of advertisers’ workflows to Meta.
Its planned bot-ad framework could clarify ROI, though opaque AI platforms may still limit marketers’ visibility.
AI tools need clear context and insights to improve utility and earn strategic trust.
Original characters aim to own the season, though AI concerns could dampen the campaign's appeal.
Microdramas have moved from a Chinese app phenomenon to a mainstream US media habit. This FAQ covers what microdramas are, how big the market is, and where the advertising opportunities sit in 2026.
In today’s podcast episode, we discuss the evolving definition of affiliate marketing, the most interesting areas of the space today, and how improvements in measurement have helped position affiliate as a channel that marketers can confidently invest in. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Max Willens, AWIN President of North America Adam Weiss, and Higher Dose Chief Marketing and Commercialization Officer Ingrid Milman Cordy. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Bringing its analytics platform to Sam’s Club could attract more suppliers and boost high-margin revenue streams.
Shoppers delayed purchases, compared more, and relied on value to decide what makes the basket.
But growing economic pressures will likely weigh on demand in the second half of the year.
Sellers can give patrons targeted offers to boost visits and spend.
As annual fees creep up, members need solid lounge service and experience to justify the cost of cards.
Retailers need to beef up co-brand rewards to secure spending made through card-funded digital wallets.
Financial pressure is holding them back
Microdrama audience growth in China is slowing, but the industry’s biggest opportunity is just beginning. AI, premium storytelling, and branded content are transforming the format into a serious media and marketing platform.
Meta removes advertiser placement exclusions: Automation may simplify campaigns, but brands lose control over where ads run without guaranteed gains.
Secondhand resistance is collapsing on both ends at once. The share of consumers saying they were not at all likely to buy a secondhand gift fell from 68% in 2022 to 51% in 2026, while the share who are "very likely" to do so more than doubled, from 8% to 17%, according to CivicScience.
Its $3T opportunity hinges on turning existing banking ties into deeper investment relationships.
Brands can’t count on China to drive demand until financial markets stabilize and the pressure on affluent consumers eases.
User-built AI features could translate financial habits into unique app experiences—and make rivals rethink personalization.