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The definitive Digiday guide to what’s in and out for advertising in 2025


Another year, another remarkable contribution to the advertising industry. Check out what we think is in store for 2025 below.

IN
Fragmentation of brand safety
Out
Industrialization of brand safety

IN
I’m talking to Bluesky
Out
Talking threads

IN
Publishers flock to Bluesky
Out
The exodus of publishers from X

IN
Advertisers increase the number of threads
Out
Advertisers avoid X

IN
SPO-driven by quality
Out
SPO-driven ads

IN
Agency managed marketplaces
Out
Agency sales counters

IN
Concerns about how many third-party cookies remain in Chrome
Out
Don’t worry, there will be no third-party cookies in Chrome

IN
Wondering if ad tech IPOs will make a comeback in 2025
Out
Are you wondering if 2024 is the return of ad tech M&A?

IN
Dismissal of chief diversionary officers
Out
Hiring Chief Diversion Officers

IN
SSP betting on selected offers
Out
SSP bets on SPO trades

IN
BTV suppliers brokering Trade Desk trade
Out
Intermediary SSP Trade Desk

IN
The antitrust reality of Google
Out
Google antitrust Schadenfreude

IN
Brands profess conservative values
Out
Brands espouse liberal values

IN
Retail media networks are pushing for growth
Out
Retail media networks are pushing ROAS

IN
Platforms engage in curation
Out
Advertising technology is involved in curation

IN
Lawmakers go after AI platforms
Out
Lawmakers are going after ad-funded platforms

IN
Creators become entrepreneurs
Out
Creators become consultants

IN
Creators (still) bemoan platform payouts
Out
Creators bemoaning platform payouts

IN
Creators reject algorithms
Out
Creators rely on algorithms

IN
Snapchat subscription FTW
Out
Snapchat ads FTL

IN
Musk is suing advertisers
Out
Musk tells advertisers to screw up

IN
Publisher-friendly AI platforms
Out
Social platforms divorcing publishers

IN
Buying programmatic ads through an SSP
Out
Buying programmatic ads through DSP

IN
A-political CMO
Out
Political CMO

IN
Esports spring
Out
Winter esports

IN
Saudi investment in esports
Out
VC investment in esports

IN
The Trump Administration vs. Meta
Out
The Biden administration versus Google

IN
Netflix turn on live sports
Out
Netflix turn on ads

IN
Retail media networks creating advertising technology
Out
Retail media networks buying ad tech

IN
Publishers complain about commercial offers from AI platforms
Out
Publishers complain about commercial offers from technology platforms

IN
Brands’ conspicuous silence about the threat of Google’s breakup
Out
Conspicuous silence from brands about Google’s plans after the use of cookies

IN
Mainstream media
Out
Mainstream media

IN
Agencies dealing with the CFO client
Out
Agencies dealing with the purchase of clients

https://digiday.com/?p=562755



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