Nearly two-thirds of digital advertising spending in 2025 will be delivered on mobile devices. Tariffs may dampen spending growth but shouldn鈥檛 reduce mobile鈥檚 share of the digital advertising pie.
From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.
This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.
Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.