On September 10, 2025, XR announced a direct API integration with Amazon Ads’ Amazon DSP, allowing customers to run video campaigns on Amazon's platform. XR analysis indicates that brands spend approximately $150 billion annually on advertising content globally, with up to half of these assets remaining unused, resulting in $75 billion in wasted spending. A separate report discusses the increasing importance of captions for audience engagement due to changing viewing habits. Finally, data from The Observatory International and the World Federation of Advertisers shows that two-thirds of major multinationals now have in-house creative agencies, a 16% increase since 2020.
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