Advertisers Cut Budgets, New Ad Players Rise

Ad budgets are down. Tariffs are up. Marketers are being told to do more with less.

So why are brands like HP, PayPal, and Discord diving headfirst into the ad business?

Because the real opportunity isn’t in chasing current spend. It’s in owning the space where attention lives, and turning that into future-proof revenue.

The Rise of the New Media Players

Let’s take a look at who’s making moves:

HP Media Network
HP’s pitching advertisers on access to over 100 million devices, with placements across desktops, apps, social, email, and even a free ad-supported streaming service. Rather than stop at product banners, HP has developed a complete media layer across hardware, software, and content.

SiriusXM Play
The satellite radio giant just launched a lower-cost, ad-supported tier—priced at under $7—with plans to hit nearly 100 million in-car users. They’re targeting the budget Spotify crowd, but with a tighter ad load and more curated experience.

PayPal Ads
PayPal is capitalizing on its commerce graph by inserting storefronts directly into publisher placements. Consumers can shop and check out without leaving the ad. It's a lower-funnel dream: visibility, intent, conversion, no redirects required.

Discord Quests and Video Ads
Discord is monetizing on its own terms after years of opting out of ads to maintain a strong community. Opt-in video experiences and gamified quests are designed to blend into its communities without alienating users. The format pauses when you look away, ensuring actual engagement.

These aren’t media companies pretending to be tech brands. They’re tech platforms owning the media layer.

But Budgets Are Tight. Why Now?

Global ad spend is forecasted to grow a modest 3 to 4 percent this year, depending on who you ask. That’s a soft market.

Yet performance media is on fire. Over 60 percent of marketers say it’s their top priority in this economy. Which means…

If you can prove impact, you can win share.

That’s why legacy platforms are building their offerings now. They're setting up infrastructure, not just selling impressions. They're betting that when the money comes back, it won’t go to the biggest, it’ll go to the most effective.

What’s Going to Stick

This isn’t about flooding the market. Most of these new ad platforms won’t last.
The ones that will?

• Have strong first-party data
• Deliver measurable outcomes
• Offer tools built for performance buyers
• Respect the user experience
• Know how to tell the right story to the right brand
  
  

That last part is key. You don’t win by showing up. You win by knowing exactly what matters to a buyer today—reach, signal, and outcomes—and aligning your pitch with that.