Category: Market Trends

Luxury brands spend more than ever to reach high-net-worth individuals who spend even more to stay invisible. Why identity-based targeting misses this audience – and what reaches it instead.

The most justified budget shift in years is also the one most likely to weaken the brands making it.

The CTV ad market is worth $38 billion — yet most brands still lack the visibility to know if their campaigns are working. Here’s what’s broken, and what it takes to advertise smarter on CTV.

Adlook’s research across six markets shows the World Cup audience is not a monolith: 64% are casual viewers whose engagement drops once their national team is eliminated. What it means for brand planning.

Mother’s Day spend is hitting records again. In the US alone, $38 billion this year. The numbers look like growth – but the data tells a different story. About captured demand, thinning margins, and the gap between what campaigns measure and what actually changed a decision.

Marketers have more data than ever before, yet less confidence in what truly works. The winners of 2026 won’t measure more – they’ll measure with meaning. Here’s the framework that makes the difference.

As traveler journeys grow longer, more complex and content-driven, brands must move beyond last-click thinking. In 2026, winning requires understanding motivation, activating across screens, and shaping decisions long before booking happens.

Why global holding companies are looking inward, independent agencies are breaking through, and even search, Meta and TV are losing their old monopolies on attention.

No data? No problem. Zero-party data lets FMCG brands scale personalization, build trust, and target intent – not assumptions.