As we step into 2025, let’s reflect on the trends we predicted last year. Out of five forecasts, four materialized and remain relevant, while one proved overly ambitious. Here’s what we saw unfold:

1. Programmatic Sustainability

Supply Path Optimization (SPO) has been a buzzword for years, but in 2024, we saw it evolve. The focus shifted toward supplier consolidation in Connected TV (CTV). Supply-side platforms (SSP) began adjusting publisher rates for auction packages and curator deals to stand out, making the competition for buyers fiercer than ever. As traders seek to streamline SSP usage, expect this trend to intensify.

2. Marketing Powered by AI

AI has officially arrived as a core driver of marketing innovation. Both agencies and brands are leveraging it to optimize workflows and build proprietary tools that enhance performance and efficiency.

3. Retail Expansion

Retail media networks are booming with over 200 now operating globally. In 2024 alone, major players like Chase, CVS, and Costco entered an already crowded market, joining the likes of Amazon and Walmart. The retail media landscape shows no signs of slowing down.

4. Attention Metrics as KPIs

This trend continues to grow. In fact, 47% of U.S. brands and agencies plan to increase their focus on attention metrics in 2025, according to the Interactive Advertising Bureau (IAB).

5. Cookies Finally Deprecate – Or Do They?

Google surprised us all by postponing cookie deprecation yet again. However, the pivot away from cookie reliance remains critical. Consumers using Safari, Firefox, and other privacy-first browsers are already unreachable via cookies, so marketers must adapt.

What’s Ahead for 2025?

In addition to the trends above, here are five predictions to watch for in 2025:

1. Predictive AI Advancements

Expect AI to play an even greater role in forecasting outcomes and scenarios. AI will become normalized for creative asset development, particularly for versioning and personalization.

2. Changes in Search Behavior and Ad Offerings

Traditional search is shifting. As consumers adopt zero-click searches, voice search, retail search, and social search, ad offerings will evolve to keep pace. Keep an eye on Google’s antitrust trial, which could shape the future of search advertising.

3. YouTube CTV Growth

YouTube’s dominance in CTV continues to rise. With more CTV viewers than any platform except Netflix, Google is doubling down on capturing ad dollars for YouTube.

4. The Rise of Podcasts

For the first time, podcasts have surpassed radio as the preferred audio format. Advertisers are starting to follow audiences, and 2025 could be a pivotal year for podcast ad growth.

5. Retail Giants Maintain Their Dominance

While new retail networks flood the market, Amazon remains the top retail platform. Established giants are expected to maintain their market share despite increasing competition.

Staying Ahead

As always, flexibility and adaptability are key in the ever-changing marketing landscape. Staying informed and embracing innovation is crucial to navigate new challenges and seize emerging opportunities. Buckle up—it’s going to be an exciting year!

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