"WPP Media segments ad revenue into four main categories: intelligence (search), commerce (retail media and travel and financial services), content (TV, social, gaming, etc.) and location (out-of-home)."
"The intelligence category was only introduced last year, but made up 21.4% of global ad revenue in 2025, making it the second-largest revenue-generating segment (after content at 58%)."
"WPP predicts that intelligence revenue will grow by about 10.3% in 2026 (pretty much at the same growth rate as between last year and this year), before - and here's the less good news - decelerating through 2030."
""Perplexity's ad revenue is insignificant," WPP stated in its report, adding that once OpenAI introduces ads in ChatGPT, AI search is likely to become a more relevant player."
WPP Media raised its 2025 global ad-spend forecast to 8.8% year-over-year growth (excluding US political advertising), up from a 6% estimate in June. Negotiations reduced the projected impact of new tariffs and rapid adoption of AI boosted demand, prompting the revision. WPP divides ad revenue into intelligence (search), commerce (retail media, travel, financial services), content (TV, social, gaming), and location (out-of-home). The intelligence category, added last year, accounted for 21.4% of global ad revenue in 2025 and is forecast to grow 10.3% in 2026 before decelerating through 2030. WPP will expand intelligence to include AI search in early 2026.
Read at AdExchanger
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