The triopoly looks stronger, but it's digital that's getting bigger. Amazon, Google, and Meta now command 58.8% of total US ad dollars, up from 47.1% in 2020. But that's not an indication that the triopoly's control of the digital ad market is growing.
The news: Persistently high mortgage rates have forced many US consumers—especially younger, first-time homebuyers—to postpone their dream of owning a home. But adjustable-rate mortgages (ARMs) are making a comeback: Their share of all US mortgages has nearly doubled since 2017, reaching 30% in 2025. This could drive a boost in mortgage sales among these hopeful owners. Our take: Financial institutions (FIs) should proactively engage with prospective homebuyers, especially younger demographics, by leveraging digital-first educational content to demystify ARMs. Banks must clearly outline the potential for initial savings and the associated risks of fluctuating rates with interactive tools and accessible FAQ. To build trust and encourage engagement, FIs should offer online consultations with mortgage advisors to explain ARM structures (e.g., introductory periods, caps) in plain language. This in turn helps consumers understand if an ARM aligns with their short- to medium-term financial goals.
Data startup Astronomer turned an unlikely scandal into a viral branding win by embracing humor, celebrity power, and swift accountability. Following a Coldplay concert kiss-cam incident involving top execs, the company leaned in with a satirical ad starring Gwyneth Paltrow and backed by Ryan Reynolds’ Maximum Effort. The campaign’s charm came from its cultural timing, humor, and clear separation from product quality. Astronomer followed with decisive leadership changes and transparency, using the spotlight to explain its core offering. The result: a case study in how tone, timing, and authenticity can turn public mishaps into brand momentum.
The news: Cash App launched “pools”—a feature to make group payments frictionless—to a limited number of US-based users with plans for a later wider rollout, per a press release. Our take: Cash App wants to cement itself among Gen Z users, households making up to $150,000 annually, and the populations traditionally overlooked by legacy financial institutions.
The findings: Deloitte’s July 2025 ConsumerSignals report gives us a glimpse into US banking customers’ current stressors and banks’ upcoming challenges. We saw that: deposits are about to drop, housing prices stress every generation, consumers are curbing their splurging, and they’re more worried than they were last year. Our take: Though US banking customers are facing a number of stressors, they’re demonstrating resilience and savvy that has helped them pull through. That resilience could be informed by advice from financial experts they trust, including at their FIs.
The news: PayPal will enable Pay with Crypto in an attempt to streamline cross-border payments for US merchants through its intricate network of digital wallet and cryptocurrency integrations in the coming weeks. In the meantime, US consumers will have to break age-old payment habits: Only 8% of crypto owners who use cryptocurrency to purchase goods and services do so daily; most only use it up to four times a year. Building these consumer payment preferences will take time, so PayPal should remain patient.
The news: Google’s new Manage Subscriptions tool is starting to appear in Gmail on web, iOS, and Android, per MarTech. It lets users batch-unsubscribe from promotional emails—now sorted by frequency and sender name. Brands that over-email or deliver low-value content will feel the fallout. Even loyal subscribers may churn if their needs aren’t being met. Our take: Marketers already using segmentation—or dividing large email subscriber lists into smaller, more targeted groups based on shared characteristics—won’t see much fallout. The unsubscribe spike will primarily hit brands with poor targeting and those that are over-mailing. Gmail just turned inboxes into intent filters. Every send must earn its keep.
The news: D2C brand Quince is now valued at $4.5 billion following a $200 million funding round, per Bloomberg. That’s more than double its valuation from earlier this year and marks its second successful fundraising attempt in six months. Quince’s meteoric rise reflects the normalization of dupe culture. Shoppers are no longer making decisions solely on brand name and are gravitating toward companies that offer a compelling combination of affordability and quality.
The findings: Top performers innovate and grow more quickly than midtier credit unions because of key behaviors, per PYMNTS. Our take: Midtier credit unions are often caught in a reactive cycle, innovating simply to keep pace with competitors. The core takeaway is that top performers innovate to profoundly understand and meet their members' evolving needs—not to keep up with competitors. This shift frees top credit unions from the slow and costly process of building every solution in-house—or foregoing innovation altogether. Instead, they are able to strategically embrace partnerships to rapidly deploy solutions their members truly value, like robust digital features and seamless experiences.
The situation: Despite logging a sixth consecutive quarter of negative comps in FY Q3, CEO Brian Niccol—who famously steered Chipotle out of its food‑safety crisis—said Starbucks’ turnaround is running ahead of schedule. Our take: While it’s encouraging to see Starbucks take some small steps in a positive direction, the road is still steep. Consumers remain price‑sensitive, agile rivals in the US and China are taking multiple paths to steal share (both value‑led and trend‑driven), and commodity costs are rising. To break out of its sales slump, Starbucks must execute on four fronts: Make service faster and better. The chain needs to speed up service without sacrificing the high-touch hospitality that Niccol is seeking. Find ways to differentiate. It’s easy to roll out new offerings, but it's hard to develop unique beverages that consumers will clamor for rather than recoil at (who can forget Starbucks’ Oleato line of olive oil-infused drinks?). Lean on technology. Refreshing Starbucks’ Rewards program and revamping its app are proven tools to drive occasional customers back into its stores. Stabilize China. Price cuts may lift traffic, but Starbucks needs to balance volume gains against margin erosion and fend off lower‑priced competitors such as Luckin. Nailing these pillars—speed, product innovation, tech‑powered engagement, and a calibrated China play—will determine whether early green shoots turn into sustained growth.
The news: Consumer packaged goods (CPG) marketers plan to hop on the AI train and scale up their retail, social, and connected TV (CTV) ad spending, but challenges around audience and data fragmentation remain. Nearly two-thirds (62%) of CPG marketers expect to increase their retail media spending in the second half of 2025, per MediaOcean’s 2025 H2 Market Report, compared with 59% for social platforms and 55% for CTV. Our take: Using creative AI tools like one recently added to YouTube Shorts to resize and retarget content for different social platforms can maximize campaign reach. CPGs are huge advertisers, and when they pivot, they can influence the entire market. Broader marketers should follow their lead not only in spending but by immediately testing AI tools in high-impact internal areas like CTV creative or retail copy optimization.
Procter & Gamble is hedging its bets as it grapples with higher costs related to tariffs and “stressed” consumers. The CPG company expects organic growth between 0% and 4% this year—a notably wider range than it usually forecasts, underscoring the uncertainty it (along with the rest of the CPG and retail industries) faces. Uncertainty is the byword for this year. While consumer sentiment is recovering, financial pressures, particularly on low-income households, remain—and are likely to intensify as tariffs boost inflation and the “Big Beautiful Bill” curbs buying power. Regardless of which way sentiment is headed, there is no question that tariffs are reshaping consumers’ purchasing decisions.
The news: The trade deal between the US and EU will include a 15% tariff on pharmaceuticals imported from Europe, the White House said. The final word: Pharma companies and industry trade groups had been holding out hope that their medicines imported to the US would be exempt from tariffs. Not getting that reprieve is a setback—but the 15% rate on its own could be seen as a decent outcome, particularly considering that 200% tariffs were threatened and the Section 232 investigation could lead to a higher levy in other countries.
The news: Novo Nordisk’s stock plunged over 20% on Tuesday after it cut full-year guidance, citing lower-than-expected sales growth for Wegovy, its blockbuster weight loss drug. Our take: Despite the recent slump, we think Novo is well positioned to rebound. It remains one of two dominant players in the weight loss drug space and is still posting profit growth, albeit below Wall Street expectations. With the US adult obesity rate expected to hit 50% by 2030, the market opportunity is huge. Meanwhile, regulators are likely going to make it more difficult for compounded drugs to be sold as long as brand-name forms stay off the FDA’s drug shortage list.
The news: Amazon’s Prime Video overtook Netflix in Brazil’s streaming market in Q2 2025, leading with 22% of user interest and edging out Netflix at 21%, according to JustWatch, per Meio & Mensagem. Prime Videos’ ascent presents new advertising opportunities in the country, while Netflix’s decline suggests potential audience fragmentation Our take: Brazil’s streaming war is shifting from subscriptions to hybrid models, and Prime Video wins on bundled utility. Netflix can catch up by scaling its ad tier and investing in local hits. The next battleground? Premium reach at a lower cost in a market where cultural relevance drives loyalty.
The news: WPP Media launched a “first-of-its-kind activation” with ad-tech company Criteo, marking the first big advancement in WPP’s “Open Intelligence” data platform for connected TV (CTV). The activation, built to offer “more value for advertisers," is currently being tested with Samsung, Roku, and Scripps. While more specific details were not provided, WPP Media stated in a press release that the pilot provides “premium supply with real-time commerce signals” from Criteo. Our take: WPP Media and Criteo’s partnership solidifies CTV as a performance-centric channel, giving advertisers new tools to target high-intent shoppers and drive measurable outcomes at scale.
The news: TV ad-supported viewing time grew 2% overall in Q2 across linear and streaming, reaching 73.6% of total time spent watching TV, per Nielsen—largely driven by streaming. Ad-supported streaming grew 7% to a 45.3% share—but broadcast and cable continued a downward trend. Our take: As streaming solidifies its lead in ad-supported viewership, the smartest advertisers will recognize that success hinges on striking a delicate balance of using streaming’s precision to target key audiences that are shifting to CTV, while leveraging linear’s scale and ability to drive action.
The news: Despite strong subscriptions growth, Spotify’s ad business remains stuck in neutral amid macroeconomic pressures and the slow ramp-up of its ad stack. The streamer’s stock dropped over 11% after Q2 earnings missed expectations on both revenues and profit and the company issued weak guidance for the current quarter. Our take: Efforts around Spotify’s Ad Exchange are promising, but lagging adoption means early testing and partnerships may have resulted in disproportionate insights. With lower consumer spending and economic uncertainties, B2B planners should model more conservative ad results and balance new ad initiatives with more predictable, proven customer-acquisition channels.
On today’s podcast episode, we discuss what “authentic storytelling” looks like in practice, surprising findings about the authenticity levels between print and digital, and what’s most important when it comes to a “brand’s handshake.” Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings, Jeremy Goldman, and Vice President of Brand Marketing at Quad, Heidi Waldusky. Listen everywhere you find podcasts and watch on YouTube and Spotify.
YouTube is the top recipient of AI chatbot referral traffic, receiving over three times as much traffic than Facebook or Wikipedia, according to May 2025 data from Similarweb.