U.S.EDITION

THE2025

INDUSTRY

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

THE2025INDUSTRYPULSEREPORTI3

EXECUTIVESUMMARY

ThedigitaImediaIandscapeisconstantIyevoIving.TogaugehowdigitaImediawiIIshiftin2025,IASsampIedmediaexperts(advertisers,agencies,adtech,pubIishers,andpIatforms)ontheirperceptionsofforeseeabIechaIIengesandopportunitiesintheindustry,andtheroIethatmeasurementandoptimizationproviderswiIIpIayinthecomingyear.

Here’swhatmediaexpertsexpectin2025:

SOLUTIONS

.Advancedmachinelearning

technologywiIIaIIowadvertiserstodetectandcIassifymuItimedia

content,incIudingdeepfakesandmisinformation

.BrandsuitabilityproductswiIIaIIowadvertiserstoavoidriskycontentandsupportquaIitypubIishers

OPPORTUNITIES

.71%ofmediaexpertsagreeAI-driven

measurementformuItimediacontent

wiIIensuredigitaIvideoadsarepIacedinbrandsafeenvironments

.58%ofmediaexpertssaycontextuaI

targetingwiIIbecriticaItoachieve

campaignKPIsonretaiImedianetworks

.49%ofmediaexpertssaybrand

suitabiIityistheirtopmediaquaIitypriority

CHALLENGES

.53%ofmediaexpertsseesociaImediaastheenvironmentmostvuInerabIetobrandrisk

.31%ofmediaexpertsaremostconcernedaboutadsdeIiveringaIongsideriskycontentand

misinformation

.24%ofmediaexpertsaremost

concernedaboutadsdeIiveringneardeepfakes

THE2025INDUSTRYPULSEREPORT|4

TABLEOFCONTENTS

0l

2025INDUSTRYPRIORITIES

05

AI-DRIVEN

DISRUPTIONS

02

SOCIALMEDIA

06

MEDIAQUALITYPRIORITIES

03

DIGITALVIDEO&CTV

07

KEY

TAKEAWAYS

04

EMERGINGMEDIA

08

ABOUTIAS

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

THE2025INDUSTRYPULSEREPORT|8

Q.Whichofthefollowingwillbemajordigitalmediachallengesforyourorganizationinthenext12months?(Selectuptofour)

TOPANTICIPATEDMEDIACHALLENGES:

PUBLISHERS&PLATFORMS

Providingscaledaudienceextension

Adsdeliveringalongside riskycontentorfakenews/misinformation

Monetizingwith/withoutsocialplatforms

Contextualtargeting

29%

29%

29%

29%

24%

Maximizingyield

23%

Adfraud

Adsdeliveredadjacenttodeepfakes

Poorviewabilitylevels

18%

17%

Publishersandplatformsforeseeavarietyof

mediachallengesin2025.Amongthesetop

concernsisprovidingscaledaudienceextension,particularlywhilemaintainingcostefficiency.

Inlinewithadvertisers,agencies,andadtech,

publishersandplatforms?aggedchallengesto

brandsafety,includingconcernswithadsdeliveringnearriskycontentandmisinformation,aswellas

contextualtargeting.

Publishersandplatformsarealsoconcernedaboutdrivingbusinessresults,includingmonetizationandmaximizingyield.

MEDIATYPESFACINGTHEBIGGESTCHALLENGES

Socialmediacontinuestotopthelistofmediatypesthatwillfacechallengesinthecomingyear.ThesechallengesincludelegislationthatmaylimitsocialuseandheightenedbrandriskduetoAI-generatedcontentanddeepfakes.1,2

Morethan1-in-3mediaexpertsexpectdigitalvideoandCTVtoconfrontchallenges,anddigitalvideoinparticularmayfacemediaqualitythreatsfrom

deepfakes.

Emergingopportunitieslikein?uencermarketingandlivestreamingarealsolikelytofacechallenges,perhapsduetogrowingpains.

39%

Socialmedia

36%

Digitalvideo*

28%

In?uencer

marketing

25%

Digital

display/image

25%

LinearTV

23%

Retailmedianetworks

21%

Livestreaming

Q.Inyouropinion,whichofthefollowingmediatypeswillfaceseriouschallengesacrossthemediaindustryinthenext12months?(Selectuptofour)*includesCTV

THE2025INDUSTRYPULSEREPORT|9

MEDIATYPESWITHTHEMOSTPOTENTIAL

FORINNOVATION

Socialmediaholdsthemostpotentialforopportunity,withsocialshopping,search,andin?uencermarketingaskeyareasforinnovationinthecomingyear.

Digitalvideo*alsohasstrongpotentialforinnovation,possiblywithengagingnewadformats.3Asvideo

becomesincreasinglyinterconnectedwithsocialmediaplatforms,socialvideoandlivestreamingwilllikelyleadtoadditionalopportunitiesforinnovation.

Mediaexpertsalsoforeseeinnovativepotentialfor

emergingmediaformatsincludingin?uencermarketingandgaming.

52%

47%

28%

SocialmediaDigitalvideo*Livestreaming

28%

In?uencer

marketing

23%

23%

16%

Mobile

Gaming

Digital

display/image

Q.Inyouropinion,whichofthefollowingmediatypesholdthemostpotentialforinnovationandopportunityacrossthemediaindustryinthenext12months?(Selectuptofour)*includesCTV

THE2025INDUSTRYPULSEREPORT|10

02

SOCIALMEDIA

Mediaexpertsanalyzeopportunitiesforgrowthandriskstoadspendonsocialmediaplatforms

11

THE2025INDUSTRYPULSEREPORT|12

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

SOCIALMEDIASPENDMAYBEIMPACTEDBYCONSUMERTRUST,MEDIAQUALITYTRANSPARENCY,ANDINCREASEDREGULATIONS

%

57

ofmediaexpertsagreethat

insufficienttransparencyintomediaqualitymetricswill

negativelyimpactmediaspendinthenext12months

%

50

ofmediaexpertsagreethat

increasingregulationsovertechplatformswillnegativelyimpacttheirsocialmediaspend

ofmediaexpertsagreethaterodingconsumertrustin

majorsocialmediaplatformswillnegativelyimpactmediaspendinthenext12months

THE2025INDUSTRYPULSEREPORT|13

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

MEDIAQUALITYMEASUREMENTISKEYTOASSESSINGSOCIALCAMPAIGNHEALTH,ESPECIALLYASDEEPFAKERISKRISES

%

importanttoavoidadvertisingadjacenttodeepfakesonsocialmediaplatforms

66

ofmediaexpertssaythatthirdpartymeasurementwillbe

DEEPFAKES

VIEWABILITY

76

ATTENTION

%

ofmediaexpertsbelievethatmeasuringviewabilityonsocialmediawillbeimportantto

evaluatecampaigns

ofmediaexpertsbelievethatmeasuringattentiononsocialmediaadswillbeimportanttoevaluatecampaigns

THE2025INDUSTRYPULSEREPORTI14

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

SOCIALSHOPPINGGAINSINFLUENCE

SOCIALSHOPPING

78%

ofmediaexpertsagreesociaIshoppingtrafficwiIIcontinuetoincrease

INFLUENCERMARKETING

70%

ofmediaexpertsagreethat

in?uencermarketingwiIIbecomeanincreasingIyimportantpartofsociaImediaadvertisingstrategies

SociaIshoppingstrategiesareincreasingIyIeveragingin?uencers,with86%ofU.S.marketersexpectedtousein?uencermarketingin2025.4

Adoptionofin?uencermarketingissohighbecauseit’seffective:in?uencersbuiIdbrandawarenessanddrive

purchases.NearIyhaIfofU.S.sociaIshoppershavebeenin?uencedtopurchaseonsociaImediabyin?uencers,

creators,orceIebrities.5

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

THE2025INDUSTRYPULSEREPORT|17

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

ADFRAUDANDBRANDSAFETYCONCERNSFORDIGITALVIDEOARE

GROWING

Asdigitalvideoadinventorycontinuestogrow,sowilladfraudandbrandsafetyconcerns.

Tocombattheserisks,83%ofmediaexpertsagreethirdpartymeasurementwillbecrucialtoensurebrandsafetyandreduceadspendwastetofraud.

ADFRAUD

83%

BRANDSAFETY

81%

ofmediaexpertsagreefraudwillbeagreaterconcernasthe

volumeofdigitalvideoinventoryincreases

ofmediaexpertsagreebrand

safetywillbeagreaterconcernasthevolumeofdigitalvideo

inventoryincreases

THE2025INDUSTRYPULSEREPORT|18

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

AI-DRIVENMEASUREMENT

ATTENTION

80%

ofmediaexpertsagreemeasuringattentiontodigitalvideoadswillbeimportanttoevaluatecampaign

performance

WILLHELPPROTECT

DIGITALVIDEOCAMPAIGNS

AI-DRIVENMEASUREMENT

71%

ofmediaexpertsagreeAI-driven

measurementformultimediacontentwillensuredigitalvideoadsareplacedinbrandsafeenvironments

Developmentsinmeasurementandoptimizationtechnologywillbeacriticalingredientinevaluatingandprotectingdigitalvideocampaigns.

Attentionmeasurementwillhelpmediaexpertsensuretheiradsarecapturingtheeyesofconsumers,whileAI-drivenmeasurementformultimediacontentwill

protectbrandsbyavoidingadvertisingadjacenttoriskycontent.

THE2025INDUSTRYPULSEREPORT|19

Q.ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements.

CTVWILLEXPERIENCEITSOWNUNIQUEMEDIAQUALITYRISKS

%

75

ofmediaexpertsagreethatitwillbecriticalforadvertiserstointegratecross-platform

targetingandtrackingintoCTVcampaigns

%

68

ofmediaexpertsagreethatCTVadsarevulnerabletoparticularlylowratesofviewability,for

examplewithadsbeingservedwhiletheTVisoff

ofmediaexpertsagreethatitwillbecriticalformediameasurementandoptimizationplatformstohelpadvertisersavoidCTVadfrequencyoverload

04

EMERGINGMEDIA

Industryexpertsinvestigatetheroleofmediaqualityinretailmedia

networks,gaming,andvirtualreality

20

THE2025INDUSTRYPULSEREPORT|21

Q.Thinkingaboutemergingmediainthenext12months,pleaserateyouragreementwiththefollowingstatements.

RETAILMEDIA

CONTEXTUALTARGETING

PRIVACY

ofmediaexpertsagreeprivacyconcernswillcontinuetolimit

consumertargetingonretailmedianetworks

68%

WILLPROTECTPRIVACYONRETAILMEDIANETWORKS

CONTEXTUALTARGETING

58%

ofmediaexpertsagreethat

contextualtargetingwillbecriticaltoachievecampaignKPIsonRMNs

withoutinfringingonprivacyconcerns

Nearly7-in-10mediaexpertscontinuetoexpressconcernssurroundingdataprivacyandconsumertargetinginretailmedianetworks(RMNs).

Contextualtargetingallowsadvertiserstoreachrelevantconsumersbasedoncontext,emotion,andsentimentofcontent,protectingcampaignKPIswithoutprivacy

infringement.

GAMING

MEDIAQUALITY

MEASUREMENT

ofmediaexpertssayitwillbe

importanttomeasuremedia

qualityforimmersivegamingads

71%

MEASUREMENTWILLBEESSENTIALINGAMING

ENVIRONMENTS

BRANDSAFETY

38%

ofmediaexpertssaybrandsafetywillbeagrowingconcernasthe

volumeofgaminginventorygrows

Becausein-gameadmeasurementtechnologyisstillrelativelynew,theextentofbrandsafetyconcernsinthismediumisyettobefullyunderstood.

Butmeasuringmediaquality,likeviewabilityandinvalidtraffic,intheseearlystagescanhelpusbetter

understandandprotectagainstdevelopingrisks.

Q.Thinkingaboutemergingmediainthenext12months,pleaserateyouragreementwiththefollowingstatements;Forthebelowquestions,pleaserateyourperceptionofmediaqualitymeasurementinemergingmediatypesoverthenext12months.

THE2025INDUSTRYPULSEREPORT|22

THE2025INDUSTRYPULSEREPORT|23

Q.Thinkingaboutemergingmediainthenext12months,pleaserateyouragreementwiththefollowingstatements;Forthebelowquestions,pleaserateyourperceptionofmediaqualitymeasurementinemergingmediatypesoverthenext12months.

BRANDSUITABILITYWILLBEEFFECTIVEINGAMING

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

%

GAMING

ofmediaexpertssayitwillbecriticaltounderstandhowtoplaceadsingameswithoutdisruptingthegaming

experience

ofmediaexpertssaybrandsuitabilitywillbeanimportantstrategytoboostcampaignperformance

THE2025INDUSTRYPULSEREPORT|24

Q.Forthebelowquestions,pleaserateyourperceptionofmediaqualitymeasurementinemergingmediatypesoverthenext12months.

AUGMENTED/VIRTUAL

REALITY(AR/VR)

BRANDSAFETYANDSUITABILITYSTRATEGIESWILLBEIMPORTANTFORAUGMENTED/VIRTUALREALITY

BRANDSUITABILITY

ofmediaexpertssaybrandsuitabilitywillbeanimportantstrategytoboostAR/VR

campaignperformance

%

36

ofmediaexpertssaybrandsafetywillbeagrowingconcernasthevolumeofAR/VRinventorygrows

BRANDSAFETY

%

37

ofmediaexpertssayviewabilitywillbeanimportantmetricforevaluatingAR/VRcampaign

performance

VIEWABILITY

05

AI-DRIVEN

DISRUPTIONS

MediaexpertsweighinonhowgenerativeAImaydisruptmediaquality

25

THERISEOFDEEPFAKESTHREATENSBRANDSAFETY

20%

ofmediaexpertsagreethat

advertisingadjacenttodeepfakeswillrepresentthemostseriousthreattomediaqualityoverthenext12months

AsgenerativeAItechnologybecomesincreasinglyre?ned,anewthreathasemergedindigitalmedia:deepfakes.

AI-fabricatedvideosofpoliticalleaders

leadinguptothepresidentialelection

showcasedthisriskin2024.2Deepfake

contentislikelytoincreaseinthecomingyearsasAItechnologybecomesmorewidely

available.

Toaddresstheseconcernsandprotectbrands,thirdpartymeasurementandoptimization

platformsaredevelopingbrandsafetytoolstodetectandavoidadvertisingadjacentto

deepfakes.7

76%

ofmediaexpertsagreethatthirdpartymeasurementwillbeimportantto

protectadsfrombeingservedalongsidedeepfakes

Deepfakesareimages,videos,orrecordingsthathavebeenconvincinglyalteredandmanipulatedtomisrepresentsomeoneasdoingorsayingsomethingthatwasnot

actuallydoneorsaid.

Q.Thinkingaheadto2025,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply;Thinkingonlyaboutprogrammaticadvertising,whichofthefollowingwillrepresentthemostseriousthreatstomediaqualityoverthenext12months?

THE2025INDUSTRYPULSEREPORT|26

THE2025INDUSTRYPULSEREPORT|27

Q.Thinkingaheadto2025,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply.

MADE-FOR-ADVERTISINGSITESAREAGROWINGRISKTHATTHREATENTOWASTEADSPEND

ofmediaexpertsagreethat

generativeAItoolswillmakeit

easiertocreateMFAsites,

acceleratingtheneedtomeasureandavoidadvertisingonthesesites

Made-for-advertising(MFA)sitesareagrowingthreattocampaignefficiency,claiming13%ofU.S.andglobalprogrammaticadspendinQ22024.8

GenerativeAItoolsarelikelytomakeiteasierforbadactorstocreatethesesitesinthecomingyear—infact,morethantwo-thirdsofmediaexpertsagreethatan

increasedprevalenceofthesesiteswillacceleratetheneedtodetectandavoidadvertisingwithinthem.

MediaexpertscanleverageMFAmeasurementandoptimizationsolutionstoreducewastedadspendanddriveKPIs.9

Made-for-advertisingwebpagesarebuilttoconductadarbitrageandfeaturelowqualitycontent(e.g.,spamsitesoradfarms)createdsolelytoserveads.

06

PRIORITIZING

MEDIAQUALITY

Industryexpertsdiscussthe

importanceofmediaqualityassuranceandinvestmentinresponsiblemedia

28

TOPMEDIAQUALITYPRIORITIES

BRAND

SUITABILITY*

“Improvingmediaqualitysavestimeandresourcesandalsoprovidesfasterbusinessresultstostandoutinthecompetitivemarket.”

VP,PUBLISHER

49%

44%

VIEWABILITY

RESPONSIBLEMEDIAINVESTMENTS

DRIVINGATTENTIONTOWARDSADS

43%

36%

“Contextualtargetingkeepsadsrelevant,protectsbrandimage,respectsprivacylaws,boosts

engagement,andavoidsnegativecontent,makingitakeypriority.”

DIRECTOR,ADTECH

Q.Pleaserankthelevelofprioritythatyourorganizationwillgivetothefollowingmediaqualityinitiativeswhenbuyingor

sellingdigitaladvertisingoverthenext12months(Top3box)THE2025INDUSTRYPULSEREPORT|29

*IncludesContextualTargeting

MEDIATYPESMOSTVULNERABLETOBRANDRISK

Socialmedia

53%

40%

Digitalvideo*

In?uencermarketing

25%

24%

Mobile

23%

Livestreaming

Digitaldisplay/image

Augmented/virtualreality

Gaming

22%

22%

Socialmediaisseenastheenvironmentmost

vulnerabletobrandsafetyrisks,followedbydigitalvideo.BothformatsmaybeparticularlyvulnerabletobrandsafetyconcernsduetotheirincreasedriskforgenerativeAIanddeepfakecontent.

Emergingopportunitiesincludingin?uencer

marketing,livestreaming,AR/VR,andgamingarealsoconsideredvulnerabletobrandrisk.Astheseadinventoriesincrease,mediaqualityrisksare

likelytokeepgrowing.

21%

Q.Whichofthefollowingmediatypeswillpresentthemostchallengesforbrandssafetyinthenext12months?(Selectuptofour)

*IncludesCTV

THE2025INDUSTRYPULSEREPORT|30

WHOISACCOUNTABLEFORKEEPINGBRANDSSAFE?

Accountabilityforbrandsafetywillremainsharedacrossthesupplychaininthecomingyear.

Brandsareperceivedtobethemostresponsibleforprotectingbrandsafetyin2025.Theonusonmediameasurementandoptimizationplatformshasgrown,movingtothesecondmost

responsiblegroup,withagenciesandpublisherstrailingcloselybehind.

37%

33%

30%

28%

Q.Thinkingaheadto2025,whoshouldbeincontrolofbrandsafetyeffortsacrossthedigitaladvertisingindustry?(Top2Box)

ADVERTISERS/BRANDS

MEDIAMEASUREMENT&OPTIMIZATION

PLATFORMS

AGENCIES

PUBLISHERS

THE2025INDUSTRYPULSEREPORT|31

THE2025INDUSTRYPULSEREPORT|32

Q.Whichofthefollowingmediatypeswillpresentthemostchallengesforbrandssafetyinthenext12months?(Selectuptofour)

*IncludesCTV

MEDIATYPESMOSTVULNERABLETOADFRAUD

Socialmedia

59%

34%

Digitalvideo*

In?uencermarketing

27%

26%

Mobile

25%

Gaming

22%

Search

Digitaldisplay

21%

21%

Livestreaming

Socialmediaisperceivedastheenvironmentmostvulnerabletoadfraud,withallothermediatypestrailingfarbehind.

Becausesocialmediaplatformshavealarge

numberofdenselypackedactiveusers,thismaycreatealucrativetargetforadfraudsterswhofollowtrafficandadspend.

Juniperreportestimatesaglobaladvertisinglossofover$20billiontoadfraudonsocialmedia

platformsin2025.10

WHOISACCOUNTABLEFOR

THE2025INDUSTRYPULSEREPORT|33

Q.Thinkingaheadto2025,whoshouldbeincontrolofadfraudmitigationeffortsacrossthedigitaladvertisingindustry?(Top2Box)

MITIGATINGFRAUD?

Perceivedaccountabilityformitigatingadfraudcontinuestobesharedacrossthesupplychain,

withbrandsconsideredtobethemostresponsiblegroupinthecomingyearfollowedcloselyby

mediameasurementandoptimizationplatforms.

37%

36%

31%

31%

ADVERTISERS/BRANDS

MEDIAMEASUREMENT&OPTIMIZATION

PLATFORMS

PUBLISHERS

AGENCIES

THE2025INDUSTRYPULSEREPORT|34

Q.Thinkingaheadto2025,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply.

MEDIAEXPERTSWILLINVESTININTERNETSAFETYWITH

RESPONSIBLEMEDIA

ASSURANCE

Industryexpertsplantoincreaseinvestmentsin

responsiblemediaincludingprivacy-centeredpractices,adcampaigninclusivity,responsiblejournalism,and

ad-relatedcarbonfootprintreduction.

Measurementandoptimizationplatformscanhelp

advertisersandpublishersreachresponsiblemediagoalsbytrackingandreducingad-ratedcarbonfootprintsandofferingsolutionsthatprotectconsumerdataprivacy,

aidingadcampaignsinreachingdiverseaudiences.

PRIVACY

70ofmediaexpertsagreepublishers

privacy-centeredpracticestobuild

andmaintainconsumertrust

andadvertiserswillneedtoadopt

%

DIVERSITY&INCLUSION

70%

ofmediaexpertsagreereaching

diverseaudienceswillbeamajorfocusforbrandstoensureadcampaigns

areinclusive

ofmediaexpertsagreethatthirdpartymeasurementwillbeimportanttohelpadvertiserstrackandreduce

ad-relatedcarbonfootprints

CARBONFOOTPRINT

68%

THE2025INDUSTRYPULSEREPORT|35

Q.Whatkindsofmeasurementandoptimizationtechnologieswillbemosthelpfulinreachingyour2025digitaladvertisinggoals?

MEASUREMENTANDOPTIMIZATIONOFFERINGSWILLBECRITICALTOMEDIAEXPERTS’2025CAMPAIGNS

Whatmeasurementandoptimizationtechnologieswillbemosthelpfulinreachingyour2025digitaladvertisinggoals?

44%

44%

42%

39%

VIEWABILITYANDADFRAUD

MEASURINGIMPACTOFMEDIAQUALITYONBUSINESSRESULTS

BRANDSUITABILITYTARGETING

PROGRAMMATICSUPPLYPATHINSIGHTS

92%ofmediaexpertssayatleastone

measurementandoptimizationplatformofferingwillhelpthemachievetheir2025advertising

goals.

Viewabilityandadfraudmeasurementand

optimizationwillbethemosthelpful,providingcoremediaqualityassurance.

Measuringtheimpactofmediaqualityon

businessresultswillalsobeapriority,allowingmediaexpertsmakemediaqualityoptimizationdecisionsbasedonKPIs.

07

KEY

TAKEAWAYS

36

*includesCTV

THE2025INDUSTRYPULSEREPORT|37

KEYTAKEAWAYS

SOCIALMEDIAAND

DIGITALVIDEOREMAINTOPPRIORITIES

Socialmediaanddigitalvideo*arethetoptwoformatsmediaexpertsplantoprioritizein2025whilein?uencermarketingdebutsthisyearasatoppriority.

1

TOPMEDIAPRIORITIES:

61%

43%

28%

28%

SOCIALMEDIA

DIGITALVIDEO*

DIGITALDISPLAY

INFLUENCERMARKETING

KEYTAKEAWAYS

THE2025INDUSTRYPULSEREPORT|38

2

INFLUENCERSAND

SHOPPINGWILLDRIVE

SOCIALMEDIAGROWTH

Socialshoppingandin?uencermarketingwillprovideopportunitiesforinnovation,but

consumertrustandtransparencycontinuetotestadspendonsocialmediaplatforms.

78%

70%

57%

ofmediaexpertsagreesocialshoppingtrafficwillcontinuetoincrease

ofmediaexpertsagreethat

in?uencermarketingwillbecomeanincreasinglyimportantpartof

socialmediaadvertisingstrategies

ofmediaexpertsagreethat

insufficienttransparencyofmediaqualitymetricswillnegatively

impactmediaspendinthenext12months

KEYTAKEAWAYS

THE2025INDUSTRYPULSEREPORT|39

3

MEDIAQUALITY

MEASUREMENT

BECOMESESSENTIAL

FOREMERGINGMEDIA

Newandgrowingmediatypeslikegamingandretailm