蘑菇AV

Organizations will prioritize governance in 2025 as they ramp up genAI investments in pursuit of business transformation.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what鈥檚 next for search, social, streaming, and retail media.

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥攜et.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

The No. 1 change B2B tech buyers want is pricing transparency from vendors, as cited by 45% worldwide, per January data from TrustRadius.

US advertisers will spend 82% of their media budget on digital in 2025, and allocate 66% of that budget to mobile, per a March 蘑菇AV forecast.

Creative pros are building AI-powered workflows, not just experimenting: 80% use genAI, and 40% run full-stack with it, showing adoption is strategic鈥攏ot trendy鈥攁cross text, audio, image, and video

As AI search gains traction, Apple hints it won鈥檛 stay Google鈥檚 passive partner鈥攑otentially redrawing the future of search, ads, and browser dominance.

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.

Lacking organic traffic, several publishers have moved to offer paid campaigns in the form of search engine marketing or trademark plus campaigns鈥攚hen a publisher works with a brand to create content that uses keywords the advertiser wants to rank highly on. That has concentrated more power in the hands of agencies.

Retail media鈥檚 growth will continue to be fueled by two complementary advertiser needs: the need for measurable sales, and the need for privacy-compliant data that can be used to reach consumers at the top or middle of the purchase funnel.

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.

Believe it or not, the year is already halfway over. For advertisers, it's been a whirlwind with economic upheaval, massive AI adoption, Google upending search, and working hard to understand Gen Z. Oh, and remember when TikTok went dark for a weekend?

GenAI has already transformed ad targeting by making it easier to find the right people in the right places with the right content. This report explains which use cases are most impactful and easiest to implement.

AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.

The news: Microsoft Advertising now enforces policy compliance at the asset level鈥攁d headlines, descriptions, and images will be reviewed individually. If one element violates policy, the rest of the ad can stay live, as long as the minimum required approved assets remain, per MarTech. Key takeaway: Marketers should embrace modular creative strategies, ensuring each individual asset is in compliance. Build campaigns with redundancy in approved elements to maintain uptime, and monitor flagged assets to quickly respond and ensure ad integrity.

Lens integration sidesteps users to search without leaving the app. It sets up future monetization even if beta excludes ads and affiliate links鈥攆or now.

With AI mostly glossed over online, there's a golden chance to stand out鈥攖each, show, and prove what AI can actually do for people.

Google is monetizing AI search interfaces aggressively: But users, advertisers, and publishers remain skeptical of trust, data, and fairness.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Google expands ads into AI Mode: But marketers lack visibility into performance as analytics gaps persist.

Strong Q1 ad results show resilience: But AI, tariffs, and antitrust pressures will reshape how and where marketers spend in 2025.