The FTC is appealing the Meta monopoly ruling; but while a breakup would disrupt cross-platform buying, fragmented user attention still weakens the FTC’s hand.

Trust in consumer banking varies widely in 2026. Primary banks still anchor core products. But confidence differs by generation, product, and channel, with honesty, transparency, and security shaping how consumers evaluate financial providers.

Brazil’s digital ad market continues to transform as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive in the country’s fast-evolving landscape.

TikTok’s new EU age verification rules could squeeze marketers, but similar changes have strong consumer backing worldwide.

Digital video viewing has become the norm, though adoption varies across countries and age groups. Uneven engagement and shifting viewing patterns are reshaping how audiences watch and how budgets follow.

TikTok users ages 25-44 lead all age groups in taking action after seeing ads, with 54% gathering more info about products and 47% making purchases, according to an October 2025 survey from Edison Research.

FIFA’s deal taps short-form video to spark fandom, fuel real-time viewing, and drive World Cup commerce

This FAQ explains what influencer marketing is, how brands use it, and how marketers can see results without losing consumer trust.

In a year marked by platform volatility, AI acceleration, tariff shocks, and shifting consumer behavior, marketers searched for clarity across EMARKETER’s most-read topics. The top 10 themes reflect where advertiser attention truly moved in 2025. These trends captured the forces reshaping performance, discovery, and measurement: AI-driven optimization, creator-centric social ecosystems, commerce-led advertising, and CTV’s rise as the new premium video default. Together, they tell the story of a market recalibrating around efficiency, accountability, and cultural relevance as marketers prepared their 2026 strategies.

Reels video views for luxury brands grew 234% in Q2 2025, while TikTok slowed as brands face a shift that necessitates a rebalance in content distribution.

TikTok’s 2026 looks just as uncertain as 2025: Despite new US owners, questions remain about content moderation and its algorithm

Gen Z worries, AI search shake-ups, and social media trust issues are driving major marketing shifts across all fronts.

TikTok Shop will surpass Target in US ecommerce in 2026, thanks to the platform’s growing influence over product discovery and shopping trends.

Tailoring marketing to Gen Alpha is proving critical for brands looking to capitalize on their emerging influence.

Reddit ad spend is growing 46.3% YoY, more than double Instagram's growth rate and five times TikTok's, according to a November report from Sensor Tower.

Women are reshaping healthcare. They’re driving demand for credible information, personalized wellness solutions, and community support. As women’s needs evolve through life stages, expectations and growth for women’s healthcare are rising.

TikTok has agreed to a sweeping US restructuring that creates a majority-American–controlled joint venture, fulfilling bipartisan divestment demands and reducing the threat of an outright ban. Oracle, Silver Lake, and MGX will hold 50% ownership, with US-appointed directors overseeing data protection, moderation, and the retraining of TikTok’s recommendation algorithm. ByteDance will retain a minority 19.9% stake and continue managing global operations outside the US. The shift brings long-missing stability for advertisers but also creates operational distance from ByteDance’s global systems, potentially slowing innovation and altering performance patterns. The next year will be a critical recalibration period for brands and creators.

Creator marketing will scale in 2026 as brands chase measurable outcomes. At the same time, pressures from AI, shifting platform incentives, and rising automation will reshape how creators earn and grow.

From Gen Alpha’s social video boom to millennials’ tech anxieties and boomers’ ecommerce power, this report spotlights the generational forces that will drive consumer behavior in 2026.

"The retail media landscape is only becoming more crowded, but Target's guest insights are often cited as a key differentiator," said our analyst Sarah Marzano during EMARKETER's recent Commerce Media Summit.