Reality Check: The 2025 Advertising Trends Report

In recent years, the advertising industry has been abuzz with the promise of "game changing" developments. From the potential of Web3 and blockchain to AI, AR/VR, and beyond, marketers and advertisers have fallen and fallen hard—sometimes in love, sometimes right on their faces.

But even optimists and futurists can have their limits, and at a certain point, that curiosity begins to morph into skepticism. Heading into 2025, more and more marketers find themselves looking past the hype and the upside and, instead, asking that age-old question: "Oh yeah? Prove it."

The industry is still grappling with a host of challenges that have frustrated advertisers for years—things like addressability, measurement, streaming activation, and new opportunities for reach and incrementality— and advertisers are eager to find real solutions that drive tangible results, and to thread the needle between promise and practicality.

This report provides actionable insights on the trends set to shape 2025, examining key ways advertisers can bridge the disconnect between expectations and reality, while maximizing the potential of new innovations to drive impact with their campaigns in the year ahead.

Explore trends including:

• Commerce Media: It's More Than Just Retail: If everything is an ad network, what do marketers need to know to maximize their spend (and capitalize on their data)?
• CTV Meets its Potential: CTV is all grown up. How can advertisers take fully advantage of the opportunity?
• AI After the Hysteria: AI is everywhere, but sentiment is increasingly mixed. What does the future hold for the industry's latest tech crazy?
• Search Without Borders: Google still reigns, but its kingdom is showing some cracks. Where can advertisers make inroads on the next generation of search?

Uncover the trends and opportunities that will shape advertising in the year ahead: Download Reality Check: The 2025 Advertising Trends Report today!