AstraZeneca is launching a direct-to-consumer (D2C) website and dropping the cash-pay prices of two key drugs, following Bristol Myers Squibb’s announcement a day earlier. Pharma D2C is no longer a niche play and we expect direct sales to play a bigger role in future drug sales. The new models bypass insurers and pharmacy benefit manager middlemen, which should lead to better prices for consumers. Drugmakers and agencies also need to focus on creating well-designed, patient-centered website experiences that mirror online retail experiences—or risk losing out in what’s about to become a crowded pharma D2C marketplace.
On today’s podcast episode, we discuss more ‘very specific, but highly unlikely’ predictions for the end of 2025 and start of 2026. If a major US news organization like CNN or CNBC will soon get acquired by a billionaire, why Pepsi could split into separate snack and beverage businesses, and the road to full funnel, hyper relevant connected car ads. Join Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Forecasting, Oscar Orozco, and Vice Presidents of Content, Suzy Davidkhanian and Paul Verna. Listen everywhere and watch on YouTube and Spotify.
More than half (53%) of US consumers turn to AI for conducting shopping research, per an August Adobe survey.
Connected TV has become a full-funnel channel, but creative can feel like the biggest hurdle. Repurposing existing assets is often all it takes to get started.
Streaming is outplaying movie theaters for most consumers, despite frustration around streamers’ rising subscription prices. Three-quarters of US adults have streamed a recently released movie in the past year instead of watching it in a theater, per an AP-NORC poll. Brands shouldn’t abandon theaters for streaming or vice versa but should instead focus on approaching each channel with a clear strategy. Streaming, especially ad-free tiers, offers data-driven targeting, while theaters offer cultural impact and immersive experiences. Strong campaigns will employ both, using streaming for precision and theaters for impact.
Several channels and platforms saw viewing hikes in August, largely driven by live sports, per Nielsen’s August 2025 Media Distributor Index. The platforms that thrive in an increasingly fragmented media landscape will be those that go all-in on live sports and build a diversified portfolio combining tentpole events like the Super Bowl and emerging growth drivers like women’s sports.
YouTube TV could lose access to programming from NBCUniversal’ Peacock as the companies struggle to reach a distribution agreement. Rather than purchasing ad slots tied to a single platform or broadcaster, leveraging data-driven audience segments will help cut across services to follow fans regardless of where they watch, ensuring continued reach as rights scatter.
Meta is in discussions with Google to use Gemini as a benchmark for its own content understanding systems. The social media giant wants to test its systems against Gemini, not integrate the AI model, to help support its ad targeting and recommendation systems. Findings could show Gemini is stronger, or that Meta’s own systems already match or surpass it. Stronger content understanding could yield more nuanced insights and richer ad tooIs, enabling better campaign planning, targeting, and measurement. It highlights that AI in ads is less about flashy features and more about the invisible infrastructure that shapes outcomes.
In-store retail media has the “reach, quality, rent, safety, and cultural relevance that marketers traditionally want,” said Andrew Lipsman, founder and chief analyst, media, ads, and commerce at Colosseum Strategy, during IAB’s Connected Commerce Summit.
EMARKETER recently published its “Field Guide to AI-Powered Programmatic Platforms,” created in partnership with MiQ. It examines how AI is enhancing programmatic advertising platforms and offers marketers a guide to choosing between these adtech tools. This FAQ explores key questions from the report.
The Trump administration overhauled the H-1B visa program by imposing a $100,000 fee on successful applications, a massive cost increase that is expected to create significant hiring hurdles for the finance industry. The banking talent pipeline is heading toward a painful reckoning. The firms that rely on a continuous stream of junior talent to feed their development teams will suffer most—which will push FIs to change how they staff. The inevitable outcome isn't necessarily hiring more high-skilled US workers, but a forced acceleration of the trend toward offshoring critical technology.
Fintech isn’t just a budgeting tool—it’s becoming a partner in Gen Z’s resilience, according to Plaid’s “The Fintech Effect” report. We knew that fintech use was on the rise and that Gen Zers even prefer these digital competitors to traditional banks. And these findings reinforce why financial institutions must either work with fintechs to deliver more complete suites of financial products, or prioritize developing them in-house. They also underscore the importance of viewing fintechs as potential partners, rather than competitors. This raises the question of whether charging fintechs fees for customer data access could backfire and drive fintechs—and customers—to competitors.
Friends are creating joint bank accounts for shared experiences and financial goals—a trend inspired by TikTok creator Mad Machen, per NBC News. That means there’s customer demand for shared savings tools that simplify group spending and reinforce social bonds, moving beyond the traditional household-only joint account. To capitalize on this, banks could offer a safer, next-generation product like a dedicated group savings fund. This solution would allow friends to collaboratively save, track contributions, and spend for a shared goal (like a trip) while legally protecting all participants by clearly defining individual ownership and liability.
Federal student loan borrowers may be prioritizing student loan repayments ahead of their credit cards and personal loans as the threat of wage garnishment creeps closer, per a TransUnion survey. Issuers need to offer products to help mitigate additional stress for embattled younger consumers, through expanded card-linked installment options that help cardholders avoid lofty interest rates as they pay down debts.
Amazon agreed to a $2.5 billion settlement with the Federal Trade Commission, including $1 billion in civil penalties and $1.5 billion in customer refunds, over allegations it misled users into Prime subscriptions and made cancellation intentionally difficult. The FTC argued Amazon’s “Iliad” cancellation process violated consumer protection laws, requiring excessive clicks to exit. Under the deal, Amazon must simplify cancellation and clearly disclose pricing and renewal terms. While the settlement forces operational changes, it represents just 5.6% of last year’s $44.37 billion Prime revenue, leaving the program’s dominance—and Amazon’s market lock—firmly intact.
Consumers are increasingly receptive toward digital ads and generative AI in marketing, per Kantar’s Media Reactions 2025 report. While consumers increasingly see digital ads as the norm, advertisers must work harder than ever to cut through the clutter and deliver relevant, memorable experiences that drive action.
The US economy grew 3.8% year-over-year in Q2, its fastest pace in nearly two years, driven by stronger consumer spending, according to new government data. While spending resilience supports the Atlanta Fed’s 3.3% growth forecast for Q3, cracks are showing as retail hiring cools and risks of a government shutdown loom. Uneven unemployment rates and tariff-driven price pressures add strain, making holiday sales particularly vulnerable. We believe growth will slow sharply to 1.2% from last year’s 4.3%.
OpenAI is preparing to turn ChatGPT into an advertising platform, posting a new role for an engineer to build systems for ad integration, campaign management, and attribution. The move could position ChatGPT as a new challenger to Google, Meta, and Amazon’s ad businesses. Already a major driver of referral traffic to retailers like Walmart, Etsy, and Target, ChatGPT has clear potential to evolve into a commerce and ad engine. But execution will be critical: Poorly integrated ads risk undermining user trust, even as AI-driven ad formats are projected to grow at triple-digit annual rates in the coming years.
The Klarna Card crossed 1 million signups after 11 weeks, per a press release. Affirm and Klarna need a firmer plan to combat consumers’ preference for card-linked installment plans, which can offer lucrative rewards that BNPL firms’ margins can’t support. Until Klarna and Affirm can find a way to increase their margins to compete on the level of issuers, they’ll be hard pressed to take meaningful share from incumbents.