蘑菇AV

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

蘑菇AV analysts highlight four trends that will affect digital advertising in 2025.

Digital鈥檚 share of total media ad spending will hit almost 78% in 2024 and exceed even this high number in some industries. This report looks at some factors that correlate with an industry鈥檚 digital spending.

I think we've probably all seen a lot of AI creative and display ads and had no idea because it was AI-generated text or something like that. Whereas video ads, the one you cited like the Coca-Cola ad, it's much more obvious when that creative falls into the uncanny valley.

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.

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.

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.

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.

AI is reshaping media campaigns鈥攂ut most companies haven鈥檛 fully integrated it yet, according to the State of Data 2025 report from the Interactive Advertising Bureau (IAB). While publishers are leading, agencies and brands are catching up, with many expecting full deployment within the next few years. However, challenges like complexity and data security are prompting the need for clearer strategies, use case definitions, and performance metrics.

What are advertisers鈥� and publishers鈥� biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?