The paid social landscape: from TikTok growth to AI-powered buying

Paid social media strategies have continued to evolve in the past couple of years, reflecting a mix of technological advancements, shifting consumer behaviour, and the need to stand out in an increasingly crowded online space.
But what is impacting the market now? From the continuation of a volatile digital ad market to new platform investments – let’s take a look at the most important trends.
1. Volatility in the ad market lingers on, as marketers strive for greater control