U.S. consumers show broad acceptance of sponsored advertising as the 2025 holiday shopping season approaches, with 61% viewing such ads favorably and millennials leading in approval and perceived relevance.
Key Takeaways
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Consumer openness to ads: A majority of U.S. shoppers—especially millennials—view sponsored ads as acceptable and often relevant, reflecting growing comfort with brand-driven digital engagement.
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Retail media investment surge: Brands plan to boost holiday retail media spending by nearly 12% year-over-year, solidifying retail media as a top-five marketing priority for 2025.
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Market consolidation trend: Fewer retail media network partnerships point to ongoing consolidation as advertisers streamline relationships for efficiency and performance.
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