Skai：2025年第四季度全球数字广告行业趋势报告（英文版）（29页）.pdf

1、Quarterly Trends ReportQ4 2025201Introduction02The year that was 202503Commerce media by the numbers04Retail media deep dive05Paid search and social advertising06Quarterly AI Watch:what marketers need to know07Looking ahead:Q1 2026 and beyond08Wrap Up09Methodology10About SkaiTABLE OF CONTENTS3Introd

2、uctionTHIS Q1 WONT LOOK LIKE THE ONES BEFORE ITQ1 usually means a moment to breathe after the holiday sprint.Run the new budgets.Test a few things.Lock in the plan for Q2 and Q3 before summer hits and attention shifts to the end-of-year holiday shopping season again.The great news is that if Q4 2025

3、s digital advertising numbers are a sign of whats to come in 2026,then its going to be a massive year for commerce marketers.As you will see within this report,indicators for retail media,paid search,and social advertising were all very positive,suggesting that,despite economic uncertainty and shift

4、ing consumer behavior,the fundamentals of performance marketing remain strong heading into the new year.But Q1 2026 will be a different Q1.AI is reshaping the customer journey at its foundation,not gradually,not theoretically,but right now.Consumers are already discovering,evaluating,and purchasing

5、through AI-powered assistants.Shopping agents filter options,compare prices,and make recommendations based on criteria you may never see.We saw this play out during the 2025 holiday season,when AI and agents drove$262 billion in global online revenue,accounting for 20%of all retail sales.Shoppers re

6、ferred from AI-powered search channels like ChatGPT and Perplexity converted at 9x the rate of social media referrals.The question isnt whether this shift is coming.Its whether you can operationalize AI for planning,optimization,and execution fast enough to stay ahead.And the agentic shift isnt comi