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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,mediaexpertsplantorampupin?uencermarketing,harnessingthepowerofcreatorsandin?uencerstodrivesocialpurchases.
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,
publishersandplatforms?aggedchallengesto
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.
Emergingopportunitieslikein?uencermarketingandlivestreamingarealsolikelytofacechallenges,perhapsduetogrowingpains.
39%
Socialmedia
36%
Digitalvideo*
28%
In?uencermarketing
25%
Digital
display/image
25%
LinearTV
23%
Retailmedianetworks
21%
Livestreaming
Q.Inyouropinion,whichofthefollowingmediatypeswillfaceseriouschallengesacrossthemediaindustryinthenext12months?(Selectuptofour)*includesCTV
THE2025INDUSTRYPULSEREPORT|9
MEDIATYPESWITHTHEMOSTPOTENTIALFORINNOVATION52%
Socialmediaholdsthemostpotentialforopportunity,withsocialshopping,search,andin?uencermarketingaskeyareasforinnovationinthecomingyear.
Digitalvideo*alsohasstrongpotentialforinnovation,possiblywithengagingnewadformats.3Asvideo
becomesincreasinglyinterconnectedwithsocialmediaplatforms,socialvideoandlivestreamingwilllikelyleadtoadditionalopportunitiesforinnovation.
Mediaexpertsalsoforeseeinnovativepotentialfor
emergingmediaformatsincludingin?uencermarketingandgaming.
47%
28%
SocialmediaDigitalvideo*Livestreaming
28%
In?uencermarketing
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
in?uencermarketingwillbecomeanincreasinglyimportantpartofsocialmediaadvertisingstrategies
70%
Socialshoppingstrategiesareincreasinglyleveragingin?uencers,with86%ofU.S.marketersexpectedtousein?uencermarketingin2025.4
Adoptionofin?uencermarketingissohighbecauseit’seffective:in?uencersbuildbrandawarenessanddrive
purchases.NearlyhalfofU.S.socialshoppershavebeenin?uencedtopurchaseonsocialmediabyin?uencers,
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
AsgenerativeAItechnologybecomesincreasinglyre?ned,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.
Emergingopportunitiesincludingin?uencer
marketing,livestreaming,AR/VR,andgamingarealsoconsideredvulnerabletobrandrisk.Astheseadinventoriesincrease,mediaqualityrisksare
likelytokeepgrowing.
Socialmedia
Digitalvideo*
In?uencermarketing
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*
In?uencermarketing
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*arethetoptwoformatsmediaexpertsplantoprioritizein2025whilein?uencermarketingdebutsthisyearasatoppriority.
1
TOPMEDIAPRIORITIES:
61%
43%
28%
28%
SOCIALMEDIA
DIGITALVIDEO*
DIGITALDISPLAY
INFLUENCERMARKETING
*includesCTV
THE2025INDUSTRYPULSEREPORT|37
KEYTAKEAWAYS
2
INFLUENCERSAND
SHOPPINGWILLDRIVE
SOCIALMEDIAGROWTH
Socialshoppingandin?uencermarketingwillprovideopportunitiesforinnovation,but
consumertrustandtransparencycontinuetotestadspendonsocialmediaplatforms.
78%
70%
57%
ofmediaexpertsagreesocialshoppingtrafficwillcontinuetoincrease
ofmediaexpertsagreethat
in?uencermarketingwillbecomeanincreasinglyimportantpartof
socialmediaadvertisingstrategies
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