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Ad buyers will see a year of agency changes, privacy problems, AI innovations, and media network competition in 2025. Here are five charts to help media planners prepare for the year ahead.

The news: The Trade Desk CRO Jed Dederick likened Amazon鈥檚 advertising approach to Google鈥檚, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta鈥檚, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.

China-based advertisers accounted for 11% of Meta鈥檚 ad revenues, per the company鈥檚 recent earnings reports. Bank of America also estimates that Temu and Shein alone contribute as much as 2% to 4% of ad spend on Meta and Google. China-based brands are also heavy influencer marketing spenders.

March: Meta鈥檚 Facebook, Instagram, and WhatsApp platforms went down on Super Tuesday, affecting more than half a million Facebook users. The networks crashed again in April. June: A ransomware attack on CDK Global took down sales, accounting, inventory, and communications systems for nearly 15,000 car dealerships.

Advertisers have higher expectations for retail media networks: That鈥檚 fueling a wave of updates from Best Buy, Instacart, and DoorDash.

Consumers鈥� lack of confidence in social buying has pushed some companies鈥攍ike Meta and Pinterest鈥攖o focus more squarely on shopping ads and other forms of shoppable content rather than pushing shoppers to transact on their platforms.