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MAY 6, 2026 |
This year, mobile video ad spending is expected to surpass mobile search for the first time, capturing 39.5% of total mobile ad spend, according to our forecast. In this new report from EMARKETER and T-Mobile Advertising Solutions, dive into the consumer behaviors fueling mobile video’s rapid rise and what they mean for your media strategy. |
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In this edition: |
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TOP STORY |
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“Gaming has always been appealing to brands because in the beginning they could do anything,” said Allison McDuffee, global head of brand insights and measurement at Roblox. “But then everybody kind of stepped back and went, 'Wait a minute. We didn't really set this up for success in terms of measurement.'" |
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Digital gamers will spend one hour and 50 minutes (1:50) daily playing games this year, EMARKETER forecasts, and these consumers are increasingly accustomed to gamified ads. |
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IN THE NEWS |
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OpenAI expands user data sharing as ChatGPT ad ambitions grow. A revised privacy policy says the company may receive purchase-related information from advertisers and provide user data to marketing partners to support ad targeting on third-party platforms. |
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Google will debut measurement tools for the AI-first era. AI is changing how marketers plan and execute campaigns, raising the bar for measurement. |
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Koddi and Universal Ads bet on more measurable TV advertising. Advertisers using Koddi will get access to streaming TV ad space from publishers in the Universal Ads network, including companies like Roku, NBCUniversal, TelevisaUnivision, Fox, and Cox Media. |
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INDUSTRY VIEWS |
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Brands that want to stay relevant and win consumer choice must optimize for AI-driven environments. Abhay Singhal, Co-Founder, InMobi & CEO, InMobi Advertising, joins EMARKETER’s Nate Elliott to discuss how AI is shifting consumers from search to research-driven discovery, reshaping brand visibility and competition. This interview was made possible by Glance by InMobi. | | |
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EMARKETER SUMMIT |
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Every question facing ad buyers in 2026 gets worked on May 14 at City Winery NYC. |
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The latest Spring advertising forecasts? ✅ |
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AI perspectives with Bayer, Mondelez, and Seer Interactive? ✅ |
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CTV’s after the Upfronts with Hershey, Haleon, and M+C Saatchi Performance? ✅ |
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Commerce media trends with Newell Brands, Horizon Commerce, Chobani, and Ferrero? ✅ |
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Fireside chats with NBCUniversal’s Mark Marshall and Digitas’ Liane Nadeau? ✅ |
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Seats are going fast. Qualified brands attend free. Agencies discounted. |
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