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In 2024, some of our newsletter team鈥檚 predictions included that attention metrics would gain more momentum in measurement, and Gen Alpha would steal some of Gen Z鈥檚 appeal among marketers. This year, we鈥檙e expecting a surge in AI ethics campaigns, email marketing troubles, rising browser competition, as well as some innovation in the world of gaming. Our analysts have already shared many of their predictions for 2025, but here are a few more from our newsletter team.

In-game advertising will maintain solid growth over the next few years, but its share of digital ad spending will decline, despite heightened brand interest.

Examine how that could affect media and advertising 蝉迟谤补迟别驳测.鈥�

AppLovin's Axon engine drives ad success: Its AI-powered product boosted software platform revenues by 66% year over year.

The platform generated $8.9 billion in ad revenues in Q3, its second-best quarter ever. From Q4 2023 to Q3 2024, YouTube's revenues from advertising and subscriptions exceeded $50 billion for the first time; for context, Netflix might be growing faster, but its own annual revenues for that timeframe were a 鈥渕ere鈥� $37.6 billion.

What percentage of gamers say their purchasing decisions are at least somewhat influenced by advertising seen in video games or by video game-related brand promotions? A) 9% B) 19% C) 29% D) 39%. Over a third (39%) of gamers say their purchase decisions are somewhat influenced by video game ads or brand promotions, according to data from CivicScience. March 21, 2025. True or false?

OpenAI partnered with Future, the owner of Marie Claire, Tom鈥檚 Guide, PC Gamer, and Tech Radar, to include their content in its ChatGPT search product. Zooming out: The two AI companies are facing scrutiny and legal challenges over the information used to train their generative AI (genAI) models.

The ecommerce giant鈥檚 nearly $42 billion take will amount to 13.9% of the digital ad market. That positions it to possibly overtake Meta before the end of the decade. Click here to view our full forecast for US digital ad revenue share by company. Amazon鈥檚 OTT ad revenues are a small but increasingly important part of the story.

Despite financial troubles among some esports and gaming video platforms, ad revenues will continue to grow for both media.

Gaming is a digital advertising hotbed. In 2024, advertisers will spend $8.53 billion on ads placed within digital games, 13.4% more than in 2023. While the gaming industry does not get as much attention from marketers as connected TV (CTV) or retail media, it is in the midst of a long stretch of exceptional ad revenue growth. The $10 billion mark is not far off.

Industry impact: Roblox鈥檚 moves align with broader trends across gaming and social platforms facing mounting pressure to protect children online. US children spent an average of 139 daily minutes on Roblox in 2023, per Qustodio by Qoria. By tightening communication features and empowering parents, gaming services show they can respond to scrutiny in attempts to regain trust.

With the exception of print press, declines were too small for advertisers to reallocate their budgets. People continue to spend the most time with mobile, which will see healthy growth in worldwide ad spend next year at 12.3%, to reach a total of $561.04 billion, per our March 2024 forecast.

They can consider embedding branded educational experiences or games鈥攍ike Truist鈥檚 teen-focused Long Game鈥攚ithin popular digital games like Roblox and Minecraft. What鈥檚 next? Teen banking apps. Teen banking apps will be essential to retaining Gen Alphas in the customer pipeline.