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The ecommerce giant鈥檚 nearly $42 billion take will amount to 13.9% of the digital ad market. That positions it to possibly overtake Meta before the end of the decade. Click here to view our full forecast for US digital ad revenue share by company. Amazon鈥檚 OTT ad revenues are a small but increasingly important part of the story.

Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from 蘑菇AV鈥檚 Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

California law curbs deceptive ads for digital goods: By 2025, sellers must clearly state when products are licensed rather than owned.

They can consider embedding branded educational experiences or games鈥攍ike Truist鈥檚 teen-focused Long Game鈥攚ithin popular digital games like Roblox and Minecraft. What鈥檚 next? Teen banking apps. Teen banking apps will be essential to retaining Gen Alphas in the customer pipeline.

Podcasting鈥檚 questionable metrics could hurt its ad business: Major podcasters spent millions on mobile game ads that dramatically inflated listenership.

Electronic Arts begins the push for in-game advertising: The conglomerate said it hopes to debut ads in its big-budget games as the industry seeks revenue growth.

Roblox wants to be an ecommerce platform: After a pilottesting physical goods sales with Walmart and E.l.f. Beauty, the gaming platform sees big potential in online sales.

50% of adult US mobile gamers spend between $1 and $50 per year on mobile games, according to an April 2024 CivicScience survey.

Despite financial troubles among some esports and gaming video platforms, ad revenues will continue to grow for both media.

Both Walmart and Amazon are experimenting with physical commerce in the metaverse by integrating product listings and other commerce tools into video games. Retail media experts are betting on shoppable video, but consumer adoption has yet to spread beyond social media. Social commerce has pushed shoppable media into the mainstream.

Microsoft鈥檚 attempt to acquire Activision Blizzard in what could essentially create a video game monopoly has many, including the Federal Trade Commission, keeping a close eye on the gaming industry. The $68.7 billion acquisition would give Microsoft a leadership position with franchises like Call of Duty, Candy Crush Saga, World of Warcraft, Diablo, and Overwatch.

鈥淯nderstanding how consumers are spending their time and money is paramount to your business being successful,鈥� our analyst Jeremy Goldman said on 鈥淭he Future of Digital 2024鈥� webinar. Here are three shifts in media consumption, purchasing behavior, and mobile usage, and how each is prompting new advertising strategies in streaming, social search, and gaming.