2025年第三季度全球数字广告行业趋势报告

Q3 2025: building the infrastructure to win in Q4 Q3 isn’t showtime. It’s the quarter where smart marketers build the muscle that carries While Q1 is for trying out the new tactics you planned last year and Q2 is about turningefficiency gains into repeatable infrastructure, Q3 is when you stress-test everything:data hygiene, pacing frameworks, automation guardrails, feed accuracy, and budget This quarter’s reality check: the economic backdrop is shifting.Deloitte forecaststhatconsumer spending growth will slow in 2026 after holding relatively strong through2025, driven by softening wage growth and persistent inflation pressures. That means For over 15 years,Skai’s Quarterly Trends reportshave tracked the evolution of digitaladvertising across retail media, paid search, and paid social. This quarter’s analysis,drawing from over 1 trillion impressions, 8.6 billion clicks, and $8.9 billion in spending,isn’t just a Q3 recap. It’s designed to give you time to act. Inside, you’ll find detailed The teams that win Q4 aren’t the ones that spend the most. They’re the onesthat prepare the best. If you’re finalizing holiday strategies or making final budget Within this report, you will find: Retail media Prime Big Deal Market context Deep-dive metrics acrossAmazon, Walmart, andemerging networks, withanalysis of format shifts, Key developments from Q32025, including economicheadwinds affecting 2026planning, Prime Big Deal October 7-8 eventperformance showing whatbroke, what scaled, andwhat tactical lessons apply AI’s infrastructure rolein marketing. Q4 preparation Search and social What the data shows abouthow marketers actually useit, why 95% of enterpriseAI pilots still fail to deliver Paid search maintainsits role as high-intentinfrastructure amid rising Tactical guidance onbuilding real-time flexibilityinto campaigns, setting Commerce media How AI is reshaping commerce media 07About SkaiTABLE OF CONTENTS Q3 2025 market context: news and notes from Q3 Several notable developments shaped the digital advertising landscape in Q3 2025, setting the stage for an Global ad spend revised upward to $1.17 trillion. Industry forecasts were adjusted higher mid-year, reflecting sustained advertiser confidence despiteongoing economic uncertainty. The increase signals that brands view digital advertising (particularlyperformance channels) as essential infrastructure rather than discretionary spend. Commerce Prime Big Deal Days helps drive $24 billion in total U.S. ecommerce spending. Amazon’s October sales event, held October 7-8, generated significant momentum heading into theholiday season. The two-day event demonstrated that efficiency gains are achievable even duringpeak demand periods, with click-through rates rising 74% year over year while costs remained Google’s AI Overviews now reach 2 billion users monthly. The expansion ofAI-generated search resultscontinues to reshape how consumers discoverproducts and evaluate options. For advertisers, this means visibility increasingly depends onstructured data, clear product attributes, and content that AI systems can parse and recommend. Prime Video ad-supported tier reaches new heights. Amazon’s Prime Videohas 200 million subscribers worldwide and more than 130 million users inthe United States. Of these, approximately 80%, or about 104 million users, are on its ad-supportedtier. Streaming continues to emerge as a major performance advertising channel, blending the TikTok Shop sustains explosive U.S. growth momentum. TikTok Shop sales increased 120% year-over-year, maintaining monthly U.S. sales above $1 billionsince mid-2024. The sustained growth demonstrates that social commerce has moved beyondexperimentation into operational maturity, with TikTok’s native shopping experience cementing its Threads reaches 400 million users and expands ad offerings. Meta’s text-focused platform crossed 400 million monthly active usersin early Q3, adding 50 millionusers in just three months. The platform continues its rapid growth trajectory with ongoing adproduct expansion, including video advertising capabilities. For advertisers, Threads represents PUBLISHER MOVES RESHAPING THE LANDSCAPE Several key digital advertising publisher announcements in Q3 highlight the shifts underway as platformsrefine targeting, expand measurement, and respond to regulatory and competitive pressures. Retail media networks expand offsite capabilities. Major retail media platforms, led byAmazon DSPandWalmart Connect, continued to push beyondonsite placements. This enables advertisers to reach consumers across the open web, mobileapps, and streaming environments. The expansion allows brands to extend retail media’s precision Search platforms prioritizing AI-powered bidding enhancements. GoogleandMicrosoftboth rolled out new AI-driven bid optimization features designed to improveperformance during high-volatility periods like promotional events and seasonal peaks. Thesetools use