Author: Sam Bradley

ChatGPT has been running ads for less than six months, but it’s fueling a category expected to capture almost 40% of search revenue and generate $100 billion in revenues by the end of this decade.

WPP’s latest ad spend forecasts, published today (June 16) highlight AI search as the fastest growing investment area in advertising.

While the category will account for just 1.9% of search ad revenue this year ($301 million), that’s set to rise to 39.2% by 2031, according to its regularly published forecasts, which include AI search estimates for the first time. Total search revenue will make up 21.8% of total global ad revenue this year.

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The schism between Publicis Groupe and The Trade Desk was arguably the major media narrative of 2026, with the pair’s recent détente seemingly coming out of nowhere, another sign of just how fragile the harmony is.

“Publicis and The Trade Desk are now focused on moving forward and continue to maintain a mutual commitment to delivering measurable outcomes for advertisers,” read an economically worded June 12 statement, originally shared with Ad Age.

The statement also revealed that the holdco has reinstated The Trade Desk to its recommended list of demand-side platforms, seemingly drawing a line under a falling-out that first made headlines in March, when Publicis pulled the platform after an audit flagged alleged fee-stacking irregularities.

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