Social media was originally supposed to connect people.

Then came feeds, algorithms, creators, advertising, endless scrolling and platforms designed to keep us consuming.

Could the next era of social media move back toward where it started?

In this episode of Media Monitor, Kelly Sweeney and Sean Wright step away from the usual spend and pricing reports to examine the changing state of social media—and what today's emerging trends might tell us about where it goes next.

The stakes for advertisers are enormous.

Sean estimates that Meta alone represents roughly 25% of global advertising spend, illustrating just how central social platforms have become to the advertising economy.

But the products themselves are changing.

Snapchat has introduced Snapchat Plans, designed to help users organize real-world events with friends. Kelly sees it as part of a broader post-pandemic desire to move beyond purely digital interaction and reconnect in person.

At the same time, some users appear increasingly fatigued by algorithmically generated feeds.

Sean discusses efforts to revive an older Twitter-style experience centered around real-time posts from real people, while MySpace's current owners are exploring what a comeback could look like with a more anti-algorithmic approach.

Even physical media is part of the conversation.

From W Magazine launching a youth-focused print publication to renewed interest in vinyl records and resistance to all-digital video games, Kelly and Sean see signs that people still value things they can physically own, share and experience together.

Then there's Reddit.

Its forum-like structure feels almost old-school compared with today's heavily algorithmic social feeds. Yet both its users and advertising business are growing. Sean points to Guideline data showing Reddit ad spend growth of roughly 52%, alongside the platform's emphasis on communities and human interaction.

Smaller platforms may matter too.

Sean highlights Spill, a social platform founded by former Twitter employees and focused on communities including people of color and LGBTQ users. Guideline's data shows approximately 140% ad spend growth on the platform.

The individual examples differ, but Kelly and Sean see a common thread:

community and connection.

Neither expects people to abandon their phones or social media entirely. Instead, the next generation of platforms may have to rethink how technology facilitates genuine communities without relying entirely on endless algorithmic consumption.

The episode also marks an important moment for Media Monitor.

Kelly announces that she will be stepping away from the podcast and passing the torch. Sean reflects on their time together and confirms that Media Monitor will continue, with interviews and other episodes planned while the team prepares for the show's next co-host.

In this episode:

• Why social media matters so much to global advertising
• Meta's enormous share of advertising spend
• The evolution from social connection to algorithmic consumption
• Snapchat Plans and real-world events
• Why users may be experiencing algorithm fatigue
• The potential return of a Twitter-style experience
• Why physical media is making a comeback
• W Youth and renewed interest in print
• Vinyl, video games and the value of ownership
• Reddit's resurgence
• Guideline's Reddit advertising data
• Why platforms are emphasizing human users
• MySpace's possible comeback
• What an anti-algorithm social network could look like
• Regulation of addictive algorithms
• The rise of smaller community-focused platforms
• Spill's advertising growth
• Why younger generations choose different platforms
• Community as the future of social media
• Kelly's Media Monitor announcement
• What's next for the podcast

Follow and subscribe to Media Monitor wherever you get your podcasts for a new episode every Wednesday.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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AI is moving faster. Advertising tools are getting smarter. Brands can do more themselves than ever before.

So why aren't agencies disappearing?

Kelly Sweeney and Sean Wright are back with a Media Monitor Grab Bag, breaking down three advertising headlines that reveal where the market may be heading next.

AI isn't making agencies obsolete

The conversation starts with the growing debate around AI, automation and in-housing.

Programmatic platforms and self-service advertising tools have made buying media far more accessible. AI can process information faster, generate reports and automate work that once required significant manual effort.

But that doesn't necessarily mean brands want to do everything themselves.

Recent industry moves suggest brands still see value in agency and holding-company expertise. Kelly and Sean discuss why the growing complexity of advertising may actually reinforce the role agencies play—particularly when marketing teams would rather focus on customers, creative strategy and brand building than the daily mechanics of media execution.

AI can produce information faster.

That doesn't always mean it makes the decisions easier.

Is 12.3% U.S. ad growth realistic?

Next, Kelly and Sean turn to IAB's revised 2026 U.S. advertising spend forecast, which was raised from 9.5% growth to 12.3% year over year following a strong first half.

Sean sees reasons for caution.

Large advertising businesses posted significant growth during the first half of the year, while major sporting events and other tentpoles helped drive spending.

But underneath those headline numbers, Sean sees a different pattern.

Monthly growth has been slowing, and when major tentpole events are stripped out, the underlying advertising growth visible in Guideline's data is considerably lower.

That raises a central question:

Are forecasts giving too much weight to an exceptional first half while underestimating the economic pressure building in the second half?

Kelly and Sean discuss consumer spending, rising costs, advertising's lag behind economic changes and why the absence of another comparable tentpole later in the year could matter.

Amazon opens another route into AI advertising

Finally, they discuss Amazon's announced partnership with OpenAI, which would allow select U.S. advertisers to run ads in ChatGPT through Amazon's advertising technology.

Many implementation details remain unclear, but Sean sees the announcement as another indication of Amazon's larger advertising ambitions.

Rather than operating solely as the owner of its own media and advertising inventory, Amazon increasingly appears interested in serving as infrastructure through which advertisers can reach inventory elsewhere.

The discussion covers what that could mean for Amazon DSP, OpenAI and the emerging business model surrounding advertising inside AI products.

Plus: Sean accidentally invents his next podcast, Just Angry, Kelly explains why sometimes the smartest AI strategy is knowing when not to build something yourself, and the hosts share details about the new Media Monitor website.

In this episode:

• AI's impact on agencies and holding companies
• Why in-housing hasn't eliminated agency relationships
• Build vs. buy decisions in the AI era
• Why faster AI output can create more work
• The continued role of agency expertise
• IAB's revised 2026 U.S. ad spend forecast
• Why 12.3% growth may be difficult to sustain
• The impact of the Olympics, World Cup and other tentpoles
• What Guideline's underlying ad-spend data shows
• Consumer spending as an indicator for advertising
• Economic pressure heading into the rest of 2026
• Amazon's advertising partnership with OpenAI
• How Amazon DSP continues to expand
• What advertising inside ChatGPT could look like
• The future relationship between AI platforms and ad tech

Visit Media Monitor by Guideline for the latest episodes, research and related content.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.