2025年广告行业脉搏报告 THE 2025 INDUSTRY PULSE REPORT 202411

U.S.EDITION

THE2025INDUSTRY

PULSEREPORT

November2024

STUDYDESIGNANDOBJECTIVES

THE2025INDUSTRYPULSEREPORT

IntegralAdScience(IAS)partneredwith

YouGov

tosurveyU.S.digitalmediaexpertsfromboththebuy-andsell-sidesto

understandtheirperspectivesonmediachallengeslyingaheadandopportunitiestheywillseektoharnessin2025.

Inthisannualreport,wedeepdiveintothetrends,technologies,andsolutionsthatwillshapedigitalmediaandadvertisingin

2025,directlyfromtopindustryprofessionals.

FIELDDATE

September2024

PARTICIPATION

N=254U.S.digitalmediaexpertswhouse

programmaticadvertising

.AdTech(n=52)

.Advertisers(n=76).Agencies(n=75)

.Publishersandplatforms(n=51)

THE2025INDUSTRYPULSEREPORT|2

EXECUTIVESUMMARY

Thedigitalmedialandscapeisconstantlyevolving.Togaugehowdigitalmediawillshiftin2025,IASsampledmediaexperts(advertisers,agencies,adtech,publishers,andplatforms)ontheirperceptionsofforeseeablechallengesandopportunitiesintheindustry,andtherolethatmeasurementandoptimizationproviderswillplayinthecomingyear.

Here’swhatmediaexpertsexpectin2025:

SOLUTIONS

.Advancedmachinelearning

technologywillallowadvertiserstodetectandclassifymultimedia

content,includingdeepfakesandmisinformation

.Brandsuitabilityproductswillallowadvertiserstoavoidriskycontentandsupportqualitypublishers

OPPORTUNITIES

.71%ofmediaexpertsagreeAI-driven

measurementformultimediacontent

willensuredigitalvideoadsareplacedinbrandsafeenvironments

.58%ofmediaexpertssaycontextual

targetingwillbecriticaltoachieve

campaignKPIsonretailmedianetworks

.49%ofmediaexpertssaybrand

suitabilityistheirtopmediaqualitypriority

CHALLENGES

.53%ofmediaexpertsseesocialmediaastheenvironmentmostvulnerabletobrandrisk

.31%ofmediaexpertsaremostconcernedaboutadsdeliveringalongsideriskycontentand

misinformation

.24%ofmediaexpertsaremost

concernedaboutadsdeliveringneardeepfakes

THE2025INDUSTRYPULSEREPORT|3

TABLEOFCONTENTS

01

2025INDUSTRYPRIORITIES

05

AI-DRIVEN

DISRUPTIONS

02

SOCIALMEDIA

06

MEDIAQUALITYPRIORITIES

03

DIGITALVIDEO&CTV

07

KEY

TAKEAWAYS

04

EMERGINGMEDIA

08

ABOUTIAS

THE2025INDUSTRYPULSEREPORT|4

01

2025INDUSTRYPRIORITIES

Industryexpertsweighinonmediaprioritiesandthechallengesandopportunitiesahead

5

TOPMEDIAPRIORITIESIN2025

61%

43%

28%

28%

SOCIALMEDIA

DIGITALVIDEO*

DIGITALDISPLAY

INFLUENCERMARKETING

SOCIALMEDIA

Socialmediaremainsthetopmediaprioritybutfaceschallenges,liketheprevalenceofdeepfakes,andnewopportunities,likesocialshopping.

DIGITALVIDEO

Digitalvideocontinuestogrowinvolume,becomingincreasinglyinterconnectedwithsocialmediaasvideodominatesthischannel.

DIGITALDISPLAY

Remainingasteadfastandreliablestapleofdigitaladvertising,digitaldisplaywillcontinuetodeliverreachandscalein2025.

INFLUENCERMARKETING

Emergingasatoppriority,mediaexpertsplantorampupinfluencermarketing,harnessingthepowerofcreatorsandinfluencerstodrivesocialpurchases.

Q.Whichofthefollowingdevices,environments,orformatswillbeatoppriorityforyourorganizationinthenext12months?(selectuptofour)*includesCTV

THE2025INDUSTRYPULSEREPORT|6

TOPANTICIPATEDMEDIACHALLENGES:

ADVERTISERS,AGENCIES,&ADTECH

Forthesecondyearinarow,safetyconcernstopthelistofanticipatedmediachallengesforadvertisers,

agencies,andadtech.Whenanalyzingbycompanytype*,advertisersinparticularexpressedconcernwithdeliveringadsalongsideriskycontent(39%)and

deepfakes(31%).

Adwasteisalsotopofmind.Buy-sidemediaexpertswillbeonparticularlyhighalertforadfraud,and

1-in-4mediaexpertsareconcernedaboutdeliveringadsonmade-for-advertising(MFA)sites.

Assessmentofcampaignresultswillremainatopchallenge,especiallyforadvertisers(33%),whichhighlightstheimportanceofclearandactionableresultsdata.

Adsdeliveringalongsideriskycontentorfakenews/misinformation

Adfraud

Cross-deviceattribution/accuratemeasurement

Assessmentofcampaignresults

Adsdeliveringonmade-for-advertising(MFA)sites

Difficultyorconfusionsurroundingbuyingorsellingprogrammaticmedia

Advertisingadjacenttodeepfakes

Contextualtargeting

31%

30%

26%

26%

25%

25%

24%

22%

Q.Whichofthefollowingwillbemajordigitalmediachallengesforyourorganizationinthenext12months?(Selectuptofour)*SeeAppendixChart1fordatabreakoutbycompanytype

THE2025INDUSTRYPULSEREPORT|7

TOPANTICIPATEDMEDIACHALLENGES:

PUBLISHERS&PLATFORMS

Publishersandplatformsforeseeavarietyof

mediachallengesin2025.Amongthesetop

concernsisprovidingscaledaudienceextension,particularlywhilemaintainingcostefficiency.

Inlinewithadvertisers,agencies,andadtech,

publishersandplatformsflaggedchallengesto

brandsafety,includingconcernswithadsdeliveringnearriskycontentandmisinformation,aswellas

contextualtargeting.

Publishersandplatformsarealsoconcernedaboutdrivingbusinessresults,includingmonetizationandmaximizingyield.

Providingscaledaudienceextension

Adsdeliveringalongside riskycontentorfakenews/misinformation

Monetizingwith/withoutsocialplatforms

ContextualtargetingMaximizingyield

Adfraud

Adsdeliveredadjacenttodeepfakes

Poorviewabilitylevels

29%

29%

29%

29%

24%

23%

18%

17%

Q.Whichofthefollowingwillbemajordigitalmediachallengesforyourorganizationinthenext12months?(Selectuptofour)

THE2025INDUSTRYPULSEREPORT|8

MEDIATYPESFACINGTHEBIGGESTCHALLENGES

Socialmediacontinuestotopthelistofmediatypesthatwillfacechallengesinthecomingyear.ThesechallengesincludelegislationthatmaylimitsocialuseandheightenedbrandriskduetoAI-generatedcontentanddeepfakes.1,2

Morethan1-in-3mediaexpertsexpectdigitalvideoandCTVtoconfrontchallenges,anddigitalvideoinparticularmayfacemediaqualitythreatsfrom

deepfakes.

Emergingopportunitieslikeinfluencermarketingandlivestreamingarealsolikelytofacechallenges,perhapsduetogrowingpains.

39%

Socialmedia

36%

Digitalvideo*

28%

Influencermarketing

25%

Digital

display/image

25%

LinearTV

23%

Retailmedianetworks

21%

Livestreaming

Q.Inyouropinion,whichofthefollowingmediatypeswillfaceseriouschallengesacrossthemediaindustryinthenext12months?(Selectuptofour)*includesCTV

THE2025INDUSTRYPULSEREPORT|9

MEDIATYPESWITHTHEMOSTPOTENTIALFORINNOVATION52%

Socialmediaholdsthemostpotentialforopportunity,withsocialshopping,search,andinfluencermarketingaskeyareasforinnovationinthecomingyear.

Digitalvideo*alsohasstrongpotentialforinnovation,possiblywithengagingnewadformats.3Asvideo

becomesincreasinglyinterconnectedwithsocialmediaplatforms,socialvideoandlivestreamingwilllikelyleadtoadditionalopportunitiesforinnovation.

Mediaexpertsalsoforeseeinnovativepotentialfor

emergingmediaformatsincludinginfluencermarketingandgaming.

47%

28%

SocialmediaDigitalvideo*Livestreaming

28%

Influencermarketing

23%

23%

16%

Mobile

Gaming

Digital

display/image

Q.Inyouropinion,whichofthefollowingmediatypesholdthemostpotentialforinnovationandopportunityacrossthemediaindustryinthenext12months?(Selectuptofour)*includesCTV

THE2025INDUSTRYPULSEREPORT|10

02

SOCIALMEDIA

Mediaexpertsanalyzeopportunitiesforgrowthandriskstoadspendonsocialmediaplatforms

11

SOCIALMEDIASPENDMAYBEIMPACTEDBYCONSUMERTRUST,MEDIAQUALITYTRANSPARENCY,ANDINCREASEDREGULATIONS

62

50

%

ofmediaexpertsagreethaterodingconsumertrustin

majorsocialmediaplatformswillnegativelyimpactmediaspendinthenext12months

%

ofmediaexpertsagreethat

increasingregulationsovertechplatformswillnegativelyimpacttheirsocialmediaspend

%

ofmediaexpertsagreethat

insufficienttransparencyintomediaqualitymetricswill

negativelyimpactmediaspendinthenext12months

57

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|12

MEDIAQUALITYMEASUREMENTISKEYTOASSESSINGSOCIALCAMPAIGNHEALTH,ESPECIALLYASDEEPFAKERISKRISES

DEEPFAKES

%

ofmediaexpertssaythatthirdpartymeasurementwillbe

importanttoavoidadvertisingadjacenttodeepfakesonsocialmediaplatforms

66

ATTENTION

VIEWABILITY

76

78

%

ofmediaexpertsbelievethatmeasuringviewabilityonsocialmediawillbeimportantto

evaluatecampaigns

%

ofmediaexpertsbelievethatmeasuringattentiononsocialmediaadswillbeimportanttoevaluatecampaigns

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.THE2025INDUSTRYPULSEREPORT

13

SOCIALSHOPPINGGAINSINFLUENCE

SOCIALSHOPPING

ofmediaexpertsagreesocialshoppingtrafficwillcontinuetoincrease

78%

INFLUENCERMARKETING

ofmediaexpertsagreethat

influencermarketingwillbecomeanincreasinglyimportantpartofsocialmediaadvertisingstrategies

70%

Socialshoppingstrategiesareincreasinglyleveraginginfluencers,with86%ofU.S.marketersexpectedtouseinfluencermarketingin2025.4

Adoptionofinfluencermarketingissohighbecauseit’seffective:influencersbuildbrandawarenessanddrive

purchases.NearlyhalfofU.S.socialshoppershavebeeninfluencedtopurchaseonsocialmediabyinfluencers,

creators,orcelebrities.5

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|14

03

DIGITALVIDEO&CTV

MediaexpertsexaminegrowthandmediaqualitychallengesindigitalvideoandCTV

15

CTVANDDIGITALVIDEOCONTINUETOTHRIVE

BetweentherobustgrowthofsocialvideoandadditionaltimespentonCTV,consumersarecontinuingtoshiftfromlinearTVtodigital

alternatives—andadspendwillfollow.

EmergingopportunitiesinCTVmayhelpdrive

additionalgrowthinthisspacein2025.Some

majorCTVplayershaverecentlyrolledoutnewplayableandshoppableadformatswhileothershavedevelopedpicture-in-pictureadstocombatadblockers.3

73%

71%

68%

ofmediaexpertsagreetheshiftinadspendfromlinearTVto

CTVwillcontinue

ofmediaexpertssaythe

acceleratedconsumptionof

socialvideowillcontinuetodriveprogrammaticvideoadspend

ofmediaexpertsthinktheshiftinadspendfromprogrammatic

displaytoprogrammaticvideowillcontinue

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|16

ADFRAUDANDBRANDSAFETYCONCERNSFORDIGITALVIDEOARE

GROWING

Asdigitalvideoadinventorycontinuestogrow,sowilladfraudandbrandsafetyconcerns.

Tocombattheserisks,83%ofmediaexpertsagreethirdpartymeasurementwillbecrucialtoensurebrandsafetyandreduceadspendwastetofraud.

ADFRAUD

83

%

BRANDSAFETY

81

%

ofmediaexpertsagreefraudwillbeagreaterconcernasthe

volumeofdigitalvideoinventoryincreases

ofmediaexpertsagreebrand

safetywillbeagreaterconcernasthevolumeofdigitalvideo

inventoryincreases

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|17

AI-DRIVENMEASUREMENT

ATTENTION

80%

ofmediaexpertsagreemeasuringattentiontodigitalvideoadswillbeimportanttoevaluatecampaign

performance

WILLHELPPROTECT

DIGITALVIDEOCAMPAIGNS

AI-DRIVENMEASUREMENT

ofmediaexpertsagreeAI-driven

measurementformultimediacontentwillensuredigitalvideoadsareplacedinbrandsafeenvironments

71%

Developmentsinmeasurementandoptimizationtechnologywillbeacriticalingredientinevaluatingandprotectingdigitalvideocampaigns.

Attentionmeasurementwillhelpmediaexpertsensuretheiradsarecapturingtheeyesofconsumers,whileAI-drivenmeasurementformultimediacontentwill

protectbrandsbyavoidingadvertisingadjacenttoriskycontent.

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|18

CTVWILLEXPERIENCEITSOWNUNIQUEMEDIAQUALITYRISKS

%

ofmediaexpertsagreethatitwillbecriticalforadvertiserstointegratecross-platform

targetingandtrackingintoCTVcampaigns

75

%

ofmediaexpertsagreethatCTVadsarevulnerabletoparticularlylowratesofviewability,for

examplewithadsbeingservedwhiletheTVisoff

68

%

ofmediaexpertsagreethatitwillbecriticalformediameasurementandoptimizationplatformstohelpadvertisersavoidCTVadfrequencyoverload

78

Q.ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|19

04

EMERGINGMEDIA

Industryexpertsinvestigatetheroleofmediaqualityinretailmedia

networks,gaming,andvirtualreality

20

RETAILMEDIA

CONTEXTUALTARGETING

PRIVACY

ofmediaexpertsagreeprivacyconcernswillcontinuetolimit

consumertargetingonretailmedianetworks

68%

WILLPROTECTPRIVACYONRETAILMEDIANETWORKS

CONTEXTUALTARGETING

ofmediaexpertsagreethat

contextualtargetingwillbecriticaltoachievecampaignKPIsonRMNs

withoutinfringingonprivacyconcerns

58%

Nearly7-in-10mediaexpertscontinuetoexpressconcernssurroundingdataprivacyandconsumertargetinginretailmedianetworks(RMNs).

Contextualtargetingallowsadvertiserstoreachrelevantconsumersbasedoncontext,emotion,andsentimentofcontent,protectingcampaignKPIswithoutprivacy

infringement.

Q.Thinkingaboutemergingmediainthenext12months,pleaserateyouragreementwiththefollowingstatements.

THE2025INDUSTRYPULSEREPORT|21

GAMING

MEDIAQUALITY

MEASUREMENT

MEASUREMENTWILLBEESSENTIALINGAMING

ofmediaexpertssayitwillbe

ENVIRONMENTS

71%

importanttomeasuremedia

qualityforimmersivegamingads

BRANDSAFETY

Becausein-gameadmeasurementtechnologyisstillrelativelynew,theextentofbrandsafetyconcernsinthismediumisyettobefullyunderstood.

38%

ofmediaexpertssaybrandsafetywillbeagrowingconcernasthe

volumeofgaminginventorygrows

Butmeasuringmediaquality,likeviewabilityandinvalid

traffic,intheseearlystagescanhelpusbetter

understandandprotectagainstdevelopingrisks.

Q.Thinkingaboutemergingmediainthenext12months,pleaserateyouragreementwiththefollowingstatements;Forthebelowquestions,pleaserateyourperceptionofmediaqualitymeasurementinemergingmediatypesoverthenext12months.

THE2025INDUSTRYPULSEREPORT|22

GAMING

BRANDSUITABILITYWILL

BEEFFECTIVEINGAMING

Nearly3-in-4mediaexpertsbelievethatitwillbe

criticaltoplaceadsingameswithoutdisruptingthe

gamingexperience.Brandsuitabilityproducts,like

ContextualTargeting,canaddressthisconcernby

placingin-gameadsinenvironmentsthatarerelevantfortheadvertisedbrand.

Plus,themajorityofgamers(61%)prefertosee

in-gameadsthatarerelatedtothecontentofthe

gamethey’replaying.Andcontextuallymatchedadsdriveresults:57%ofgamersarelikelytopurchase

fromabrandwhosein-gameadsarerelevanttothecontentofthegame.6

73%

35%

ofmediaexpertssayitwillbecriticaltounderstandhowtoplaceadsingameswithoutdisruptingthegaming

experience

ofmediaexpertssaybrandsuitabilitywillbeanimportantstrategytoboostcampaignperformance

Q.Thinkingaboutemergingmediainthenext12months,pleaserateyouragreementwiththefollowingstatements;Forthebelowquestions,pleaserateyourperceptionofmediaqualitymeasurementinemergingmediatypesoverthenext12months.

THE2025INDUSTRYPULSEREPORT|23

AUGMENTED/VIRTUAL

REALITY(AR/VR)

BRANDSAFETYANDSUITABILITYSTRATEGIESWILLBEIMPORTANTFORAUGMENTED/VIRTUALREALITY

BRANDSUITABILITY

%

ofmediaexpertssaybrandsuitabilitywillbeanimportantstrategytoboostAR/VR

campaignperformance

40

BRANDSAFETY

36%

ofmediaexpertssaybrandsafetywillbeagrowingconcernasthevolumeofAR/VRinventorygrows

VIEWABILITY

%

ofmediaexpertssayviewabilitywillbeanimportantmetricforevaluatingAR/VRcampaign

performance

37

Q.Forthebelowquestions,pleaserateyourperceptionofmediaqualitymeasurementinemergingmediatypesoverthenext12months.THE2025INDUSTRYPULSEREPORT

24

05

AI-DRIVEN

DISRUPTIONS

MediaexpertsweighinonhowgenerativeAImaydisruptmediaquality

25

THERISEOFDEEPFAKESTHREATENSBRANDSAFETY

20%

ofmediaexpertsagreethat

advertisingadjacenttodeepfakeswillrepresentthemostseriousthreattomediaqualityoverthenext12months

AsgenerativeAItechnologybecomesincreasinglyrefined,anewthreathasemergedindigitalmedia:deepfakes.

AI-fabricatedvideosofpoliticalleadersleadinguptothepresidentialelectionshowcasedthisriskin2024.2Deepfake

contentislikelytoincreaseinthecomingyearsasAItechnologybecomesmorewidely

available.

Toaddresstheseconcernsandprotectbrands,thirdpartymeasurementandoptimization

platformsaredevelopingbrandsafetytoolstodetectandavoidadvertisingadjacentto

deepfakes.7

76%

ofmediaexpertsagreethatthirdpartymeasurementwillbeimportantto

protectadsfrombeingserved

alongsidedeepfakes

Deepfakesareimages,videos,orrecordingsthathavebeenconvincinglyalteredandmanipulatedtomisrepresentsomeoneasdoingorsayingsomethingthatwasnot

actuallydoneorsaid.

Q.Thinkingaheadto2025,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply;Thinkingonlyaboutprogrammaticadvertising,whichofthefollowingwillrepresentthemostseriousthreatstomediaqualityoverthenext12months?

THE2025INDUSTRYPULSEREPORT|26

MADE-FOR-ADVERTISINGSITESAREAGROWINGRISKTHATTHREATENTOWASTEADSPEND

Made-for-advertising(MFA)sitesareagrowingthreattocampaignefficiency,claiming13%ofU.S.andglobalprogrammaticadspendinQ22024.8

GenerativeAItoolsarelikelytomakeiteasierforbadactorstocreatethesesitesinthecomingyear—infact,morethantwo-thirdsofmediaexpertsagreethatan

increasedprevalenceofthesesiteswillacceleratetheneedtodetectandavoidadvertisingwithinthem.

MediaexpertscanleverageMFAmeasurementandoptimizationsolutionstoreducewastedadspendanddriveKPIs.9

Made-for-advertisingwebpagesarebuilttoconductadarbitrageandfeaturelowqualitycontent(e.g.,spamsitesoradfarms)createdsolelytoserveads.

%

ofmediaexpertsagreethat

generativeAItoolswillmakeit

easiertocreateMFAsites,

acceleratingtheneedtomeasure

andavoidadvertisingonthesesites

68

Q.Thinkingaheadto2025,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply.

THE2025INDUSTRYPULSEREPORT|27

06

PRIORITIZING

MEDIAQUALITY

Industryexpertsdiscussthe

importanceofmediaqualityassuranceandinvestmentinresponsiblemedia

28

TOPMEDIAQUALITYPRIORITIES

BRAND

SUITABILITY*

“Improvingmediaqualitysavestimeandresourcesandalsoprovidesfasterbusinessresultstostandoutinthecompetitivemarket.”

VP,PUBLISHER

49%

VIEWABILITY

“Contextualtargetingkeepsadsrelevant,protectsbrandimage,respectsprivacylaws,boosts

engagement,andavoidsnegativecontent,makingitakeypriority.”

DIRECTOR,ADTECH

RESPONSIBLEMEDIAINVESTMENTS

DRIVINGATTENTIONTOWARDSADS

44%

43%

36%

Q.Pleaserankthelevelofprioritythatyourorganizationwillgivetothefollowingmediaqualityinitiativeswhenbuyingor

sellingdigitaladvertisingoverthenext12months(Top3box)THE2025INDUSTRYPULSEREPORT|29

*IncludesContextualTargeting

MEDIATYPESMOSTVULNERABLETOBRANDRISK

Socialmediaisseenastheenvironmentmost

vulnerabletobrandsafetyrisks,followedbydigitalvideo.BothformatsmaybeparticularlyvulnerabletobrandsafetyconcernsduetotheirincreasedriskforgenerativeAIanddeepfakecontent.

Emergingopportunitiesincludinginfluencer

marketing,livestreaming,AR/VR,andgamingarealsoconsideredvulnerabletobrandrisk.Astheseadinventoriesincrease,mediaqualityrisksare

likelytokeepgrowing.

Socialmedia

Digitalvideo*

Influencermarketing

Mobile

Livestreaming

Digitaldisplay/image

Augmented/virtualreality

Gaming

40%

25%

24%

23%

22%

22%

21%

53%

Q.Whichofthefollowingmediatypeswillpresentthemostchallengesforbrandssafetyinthenext12months?(Selectuptofour)*IncludesCTV

THE2025INDUSTRYPULSEREPORT|30

WHOISACCOUNTABLEFORKEEPINGBRANDSSAFE?

Accountabilityforbrandsafetywillremainsharedacrossthesupplychaininthecomingyear.

Brandsareperceivedtobethemostresponsibleforprotectingbrandsafetyin2025.Theonusonmediameasurementandoptimizationplatformshasgrown,movingtothesecondmost

responsiblegroup,withagenciesandpublisherstrailingcloselybehind.

37%

33%

30%

28%

ADVERTISERS/BRANDS

MEDIAMEASUREMENT&OPTIMIZATION

PLATFORMS

AGENCIES

PUBLISHERS

Q.Thinkingaheadto2025,whoshouldbeincontrolofbrandsafetyeffortsacrossthedigitaladvertisingindustry?(Top2Box)

THE2025INDUSTRYPULSEREPORT|31

MEDIATYPESMOSTVULNERABLETOADFRAUD

Socialmediaisperceivedastheenvironmentmostvulnerabletoadfraud,withallothermediatypestrailingfarbehind.

Becausesocialmediaplatformshavealarge

numberofdenselypackedactiveusers,thismaycreatealucrativetargetforadfraudsterswhofollowtrafficandadspend.

Juniperreportestimatesaglobaladvertisinglossofover$20billiontoadfraudonsocialmedia

platformsin2025.10

Socialmedia

Digitalvideo*

Influencermarketing

Mobile

Gaming

Search

Digitaldisplay

Livestreaming

59%

34%

27%

26%

25%

22%

21%

21%

Q.Whichofthefollowingmediatypeswillpresentthemostchallengesforbrandssafetyinthenext12months?(Selectuptofour)*IncludesCTV

THE2025INDUSTRYPULSEREPORT|32

WHOISACCOUNTABLEFORMITIGATINGFRAUD?

Perceivedaccountabilityformitigatingadfraudcontinuestobesharedacrossthesupplychain,

withbrandsconsideredtobethemostresponsiblegroupinthecomingyearfollowedcloselyby

mediameasurementandoptimizationplatforms.

37%

36%

ADVERTISERS/BRANDS

MEDIAMEASUREMENT

&OPTIMIZATIONPLATFORMS

31%

31%

Q.Thinkingaheadto2025,whoshouldbeincontrolofadfraudmitigationeffortsacrossthedigitaladvertisingindustry?(Top2Box)

PUBLISHERS

AGENCIES

THE2025INDUSTRYPULSEREPORT|33

PRIVACY

MEDIAEXPERTSWILLINVESTININTERNETSAFETYWITH

ofmediaexpertsagreepublishersandadvertiserswillneedtoadopt

70%

RESPONSIBLEMEDIA

privacy-centeredpracticestobuildandmaintainconsumertrust

ASSURANCE

DIVERSITY&INCLUSION

ofmediaexpertsagreereaching

diverseaudienceswillbeamajorfocusforbrandstoensureadcampaigns

areinclusive

70%

CARBONFOOTPRINT

ofmediaexpertsagreethatthirdpartymeasurementwillbeimportanttohelpadvertiserstrackandreduce

ad-relatedcarbonfootprints

68%

Industryexpertsplantoincreaseinvestmentsin

responsiblemediaincludingprivacy-centeredpractices,adcampaigninclusivity,responsiblejournalism,and

ad-relatedcarbonfootprintreduction.

Measurementandoptimizationplatformscanhelp

advertisersandpublishersreachresponsiblemediagoalsbytrackingandreducingad-ratedcarbonfootprintsandofferingsolutionsthatprotectconsumerdataprivacy,

aidingadcampaignsinreachingdiverseaudiences.

THE2025INDUSTRYPULSEREPORT|34

Q.Thinkingaheadto2025,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply.

MEASUREMENTANDOPTIMIZATIONOFFERINGSWILLBECRITICALTOMEDIAEXPERTS’2025CAMPAIGNS

Whatmeasurementandoptimizationtechnologieswillbemosthelpfulinreachingyour2025digitaladvertisinggoals?

44%

VIEWABILITYANDADFRAUD

44%

MEASURINGIMPACTOFMEDIAQUALITYONBUSINESSRESULTS

42%

BRANDSUITABILITYTARGETING

39%

PROGRAMMATICSUPPLYPATHINSIGHTS

92%ofmediaexpertssayatleastone

measurementandoptimizationplatformofferingwillhelpthemachievetheir2025advertising

goals.

Viewabilityandadfraudmeasurementand

optimizationwillbethemosthelpful,providingcoremediaqualityassurance.

Measuringtheimpactofmediaqualityon

businessresultswillalsobeapriority,allowingmediaexpertsmakemediaqualityoptimizationdecisionsbasedonKPIs.

Q.Whatkindsofmeasurementandoptimizationtechnologieswillbemosthelpfulinreachingyour2025digitaladvertisinggoals?

THE2025INDUSTRYPULSEREPORT|35

07

KEY

TAKEAWAYS

36

KEYTAKEAWAYS

SOCIALMEDIAAND

DIGITALVIDEOREMAINTOPPRIORITIES

Socialmediaanddigitalvideo*arethetoptwoformatsmediaexpertsplantoprioritizein2025whileinfluencermarketingdebutsthisyearasatoppriority.

1

TOPMEDIAPRIORITIES:

61%

43%

28%

28%

SOCIALMEDIA

DIGITALVIDEO*

DIGITALDISPLAY

INFLUENCERMARKETING

*includesCTV

THE2025INDUSTRYPULSEREPORT|37

KEYTAKEAWAYS

2

INFLUENCERSAND

SHOPPINGWILLDRIVE

SOCIALMEDIAGROWTH

Socialshoppingandinfluencermarketingwillprovideopportunitiesforinnovation,but

consumertrustandtransparencycontinuetotestadspendonsocialmediaplatforms.

78%

70%

57%

ofmediaexpertsagreesocialshoppingtrafficwillcontinuetoincrease

ofmediaexpertsagreethat

influencermarketingwillbecomeanincreasinglyimportantpartof

socialmediaadvertisingstrategies

ofmediaexpertsagreethat

insufficienttransparencyofmediaqualitymetricswillnegatively

impactmedia