Brian Wieser revises ad forecast downward as U.S. ad market grows wary

Brian Wieser revises ad forecast downward as U.S. ad market grows wary

Ad spending’s new forecast: ad growth slower, caution higher.

Additional coverage:

• Substack’s video push is starting to bear fruit — but the rise of video on the platform has sparked a debate about the platform’s identity and future within its creator community.
• Over the past year, creator platforms such as X and Facebook have explicitly deprioritized content moderation. On the other hand, Twitch expanded its moderator tools last month.
• At the Digiday Media Buying Summit in Nashville, agency execs said AI still falls short in delivering high-quality creative output.
• The halfway point for the looming TikTok ban has passed, leaving more questions than answers not only for users, but for advertisers, marketers and creators alike.
• Digiday caught up with GoDaddy’s CMO Fara Howard last week at South by Southwest. Howard detailed how the marketing playbook is changing, how that’s retooling her team's approach to advertising, AI search ads and more in this week's Digiday+ Marketing Briefing.