What won’t happen in 2025

Instead of joining the prediction parade, let’s talk about the things we know won’t happen in 2025 — because some traditions are just too persistent to break.

Because what the world really needs is another retailer selling ad space on their website. Your groceries now come with a side of CPM.

Yes, every retailer under the sun has a media network. But can anyone really explain the ROI of running banner ads next to frozen peas? I didn’t think so.

Advertisers will nail DEI without tokenism

Nothing says progress like campaigns oozing “diverse photo energy” and no substance to back it up.

Each agency will actually deliver on DEI’s promises

Expect more flashy initiatives and panels and less actual follow-through in making their lists more inclusive.

Ad budgets will be spent exactly as planned

“No last-minute fire drills,” said no CMO. Enjoy another year of redistributing big bundles of cash in Q4 while pretending everything is fine.

Influencers will cringe less

For every creator who emphasizes authenticity, there are 10 oat milk-sponsored TikTok dances. Expect more dubious #content.

Cookies will magically disappear (this time, we promise)

Google’s cookie apocalypse has been rescheduled (and re-edited) – again. RIP to anyone who built their career on third party surveillance.

“We got it,” he announces for the umpteenth time. Not really, and neither do you.

“We care about mental health,” the CEO said in a midnight email about hitting quarterly goals.

Your organic reach didn’t “drop by accident” and no, you’ll never really understand why this post went viral.

Brands finally resist jumping on the meme bandwagon too late

Sure, referencing a month-old trend really makes you hip. Way to go boomer marketing teams.

CTV content will no longer beat ads

High production streaks and low production commercial breaks: cognitive dissonance will continue to reign supreme in 2025.

Brands will stop using pets as influencers

Yes, it’s cute. No, we don’t need another golden retriever pushing CBD supplements.

Principles-based purchasing will cease to be a smoke screen

In 2025, it will still be the perfect cover for opaque practices, hidden rebates and vague accountability.

Brands will stop trying to create their own influencers

No, your CEO doesn’t need a LinkedIn post with Gen Z slang. Leave it to the professionals—or at least someone with a ring light.

CTV won’t feel like cable 2.0

With commercial breaks longer than the Peloton class and the same three recurring spots, welcome to the future – circa 1998.

Influencers get better at posting

“Absolutely not sponsored… but shouting. [brand that’s clearly paying them].” Get ready – 2025 promises more creativity and clarity.

Ad tech is finally cleaning up its supply chain

Transparency is the goal, yet in 2025 you’ll still need a PhD in spaghetti diagrams to figure out where your ad spend actually went.

Privacy laws don’t complicate ad technology

2025 will bring new regulations, new loopholes and the same old conundrum of what is truly compliant.

Curation will not be just another buzzword

Ad tech will constantly promote select marketplaces while quietly stuffing them with low-quality inventory. But hey, it’s premium when you say so.

Ad tech M&A is finally slowing down

The consolidation frenzy isn’t over yet. By 2025, half of the industry will own the other half – or at least try to.

Ultimately, everyone agrees on agency compensation models

Retailers? Fees by performance? Commission? It will still be free “creative accounting” in 2025.

Agencies finally solve talent turnover

The endless cycle of burnout, poaching and falsifying clients in the middle of a project will get you nowhere next year.

Brands will use the TikTok ban to get serious

Instead of rethinking their over-reliance on a single platform, expect more of the same: panic, spin, repeat.

Banning TikTok will not lead to mass panic among traders

Expect more coded, rushed “pivot to Reels” strategies and existential dread about reaching Gen Z.

TikTok creators stop pretending to be platform agnostic

They will claim they are ready for the migration, but 2025 will show that building an audience on YouTube movies or short videos is not as easy as copying a username.

In 2025, Ads Manager will still crash during your campaign launch, and reports will still crash right before client presentations.

Between Advantage+ guessing games and targeting an audience that feels more advantage minus, expect another year of frustration.

YouTube finally fixes its content moderation problem

Between conspiracy theories, copyright claims and demonetisation drama, 2025 will be business as usual.

AI-generated content will not flood the Internet

The web will continue to be flooded with mindless AI articles stuffed with keywords, making it harder than ever to separate the quality from the noise.

The advertising industry will fully embrace AI platforms

In 2025, agencies and brands will embrace AI tools and quietly use them to write ad copy faster and cheaper.

Publishers will not lose ad revenue to AI platforms

AI platforms are already eating up search traffic – and by 2025 they’ll also be sucking up advertising dollars, leaving publishers scrambling for scraps.

Industry will stop panicking about AI replacing jobs

2025 will bring more headlines about AI taking over creative and media planning, but also more confusion about whether it’s actually happening.