Google's Performance Max AI upgrade transforms its ad offering: Ethical AI use and innovative features are poised to change digital marketing.

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

Following TikTok trends is vital for staying relevant when working with influencers, creating content on owned channels, or developing paid social ads. But trending content on the platform also reveals greater patterns of what works (and what doesn’t) with Gen Zers, 71.1% of whom will be on TikTok next year, according to our May 2023 forecast.

Retailers that implement return fees are losing sales and customers: One-third have lost customers after charging for returns, underscoring the need for a more nuanced approach.

In 2024, retail media ad spend will grow 28.6%, coming to just under $60 billion, per our forecast. To reach that potential, retail media networks (RMNs) need to identify what attracts advertisers and set them up for success. Here’s how three consumer packaged goods (CPG) leaders are thinking about retail media.

Zara joins the ranks of sellers on TikTok Shop: UK shoppers can now satisfy their fast-fashion cravings without leaving the social platform.

A record 182 million consumers will shop Black Friday and Cyber Monday sales: That’s due in part to steeper discounts, as retailers try to entice cost-conscious shoppers.