The Future of Advertising: What’s In and What’s Out for 2025
The advertising landscape is constantly evolving, shaped by shifts in technology, regulation, and consumer behavior. As we head into 2025, businesses, marketers, and media buyers need to stay ahead of these changes to remain competitive.
This guide breaks down the major advertising trends for 2025, highlighting what’s in and what’s out. Whether you’re refining your media strategy or reassessing digital ad investments, these insights will help you make informed decisions.
1. Shifts in Social Media and Content Platforms
The social media landscape is seeing significant changes, particularly in platform preferences and advertiser strategies.
In: Bluesky Gains Momentum for Publishers
Publishers are migrating toward Bluesky, viewing it as a viable alternative to X (formerly Twitter). This shift is driven by concerns over content moderation and brand safety on X.
Out: Advertisers Avoid X
Marketers are increasingly wary of advertising on X, as platform instability and controversy push brands toward more predictable environments. On the other hand, Threads is drawing attention from advertisers, signaling a battle for meta-owned platform dominance.
In: Creators Become Entrepreneurs
Instead of relying solely on brand deals or ad revenue, creators are diversifying their income streams, launching direct-to-consumer products, courses, and memberships.
Out: Dependence on Platform Payouts
Creators are no longer relying solely on algorithms to drive their business. There's growing concern about fluctuating payouts from major platforms, prompting many to take control of revenue models.
2. The Evolution of Programmatic Advertising
The way advertisers approach media buying and programmatic advertising is also undergoing fundamental shifts.
In: Supply Path Optimization (SPO) Driven by Quality
Buyers are prioritizing SPO strategies that emphasize transparency and quality over pure cost savings, ensuring their dollars reach premium inventory in reliable environments.
Out: SPO Based Solely on Commercial Agreements
Historically, some DSPs and SSPs optimized supply paths based on financial incentives, but advertisers are now demanding a model that puts quality first.
In: Agency-Curated Marketplaces
Agencies are increasingly investing in curated marketplaces that give them better control over inventory selection and performance.
Out: Agency Trading Desks
Traditional trading desks are falling out of favor as brands demand direct control over buying strategies and transparency in where their ads are placed.
In: SSPs Betting on Curated Deals
Supply-side platforms (SSPs) are moving toward curated deals, signaling a shift away from broad-scale SPO approaches.
Out: SSPs Optimizing for SPO Deals Alone
Rather than just optimizing for supply chain efficiency, SSPs are positioning themselves as key facilitators of high-quality media transactions.
3. Shifting Focus for Brands and Media Giants
Brand messaging and industry power dynamics are set to change in 2025.
In: Conservative Brand Messaging Trends
More brands are leaning into conservative values, reflecting changing consumer sentiment and an anti-woke corporate backlash.
Out: DEI-Centric Corporate Narratives
While diversity, equity, and inclusion (DEI) initiatives remain important, brands are becoming less vocal about these topics in their marketing strategies.
In: Retail Media Networks Push Incrementality
Retail media is shifting its focus toward proving advertising incrementality—demonstrating the unique value of retail-driven ads beyond return on ad spend (ROAS).
Out: Retail Media Networks Prioritizing ROAS
Retail advertisers are moving beyond simple efficiency metrics, seeking deeper insights into true business outcomes.
In: AI Platforms Collaborating with Publishers
After years of struggle, AI companies are beginning to engage with publishers in more commercially viable ways, bridging the gap between content development and AI-driven technology.
Out: Social Platforms Disconnecting from Publishers
Social networks are deprioritizing news and publisher content, forcing the media industry to rethink distribution strategies.
4. Legal and Market Disruptions
Regulation and legal battles will play a major role in shaping the industry in 2025.
In: Google Faces Antitrust Reality
Regulatory pressure on Google is ramping up, with heightened scrutiny over its advertising practices and potential consequences for its search dominance.
Out: Celebrating Google’s Antitrust Troubles
Instead of just watching from the sidelines, advertisers, competitors, and regulators are taking more active roles in challenging Google’s position.
In: Lawmakers Crack Down on AI Platforms
Governments worldwide are starting to regulate AI more aggressively, particularly around transparency, copyright, and ethical concerns.
Out: Lawmakers Targeting Ad-Funded Platforms
Rather than focusing primarily on ad-driven platforms like Meta or Google, regulators are shifting their attention to AI companies that may disrupt data privacy and content creation.
Conclusion: How to Adapt in 2025
The advertising industry is heading into a transformative year, with major shifts across social media, programmatic advertising, brand messaging, and regulatory landscapes. Here’s what marketers and business leaders should do to stay ahead:
✅ Diversify media strategies – Experiment with newer platforms like Bluesky while reassessing investments in legacy platforms.
✅ Prioritize quality over cost in programmatic media buying – Seek out transparent, high-quality inventory rather than simply cutting costs.
✅ Refine brand messaging – Align brand values with audience expectations while staying adaptable to cultural shifts.
✅ Monitor legal and AI developments – Stay informed about policy changes and AI partnerships that could impact advertising strategies.
With these shifts in mind, now is the time to rethink your advertising approach and set yourself up for success in 2025 and beyond.