Digiday Daily

December 08, 2025

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Advertiser spending on retail, travel and financial services media channels will surpass the amounts spent globally on television this year, according to new projections from WPP.

The company’s latest global ad spend forecasts predict that commerce media will account for 15.6% of global ad spend in 2025, compared with the 14.6% spent on linear and connected TV.

It’s a sign of advertising’s altered geology.

TOP STORY

Retail Media Rewritten

WPP estimates commerce media spending to overtake TV this year

Agency giant projects spending on ad networks operated by retailers, travel operators and financial services companies will exceed TV investment by end of this year.

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Multimodal AI enables machines to understand and evaluate multiple data types, providing greater understanding and flexibility than a single data type could ever offer. Partner insights from Dstillery.
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MEDIA & PLATFORMS

AI Revenue Generation

Meta enters AI licensing fray, striking deals with People Inc., USA Today Co. and more

The platform has secured seven multi-year deals with publishers including CNN, Fox News, People Inc., USA Today Co to incorporate their content into its large language model (LLM) Llama.

A MESSAGE FROM CRITEO

Make every ad, offer and moment feel like discovery, not noise

Shoppers say online shopping can feel dull — uninspired, fragmented and short on surprise and delight. To create richer, more memorable experiences, brands and retailers are upgrading their advertising with commerce intelligence. Lift every shopping moment with AI trained on commerce and built to match every shopper with the right products, right when and where it matters most.

Learn more

Member exclusive

Media Buying Briefing: Overheard at DPMS — How agencies grapple with AI in programmatic

The conversation at the Programmatic Marketing Summit highlighted the confusion and complexity surrounding the intersection of programmatic advertising and agentic AI.

PARTNER INSIGHTS FROM MIQ

Experimenting with personalization boosts loyalty and builds additional targeting strategies

By engaging with more thoughtful personalized engagement activities, such as scent quizzes, brands can learn more about customers to better match them with products, also collecting valuable information for lookalike targeting to reach similar customers without any PII.

PARTNER INSIGHTS FROM META

Is incrementality the future of measurement? Meta thinks so

Incrementality is the measure of value generated by a marketing investment, beyond what would have happened without it. For Meta, incrementality is a key part in how the company talks to marketers.

MARKETING