As we step into 2025, it’s clear that 2024 was a year of significant rapid shifts in the media landscape. From intensified regulatory pressures on major platforms to growing demand for brand responsibility, advertisers have faced no shortage of new challenges and opportunities. Below, we spotlight the key trends featured on Ebiquity Transmit in 2024 — and why they matter to you.
Tech Platforms Under Scrutiny
What Happened:
Many of the world’s biggest digital platforms spent the year fielding antitrust investigations and tightened rules on data handling. Governments in several regions introduced new mandates around transparency, user consent, and how ads are served.
Why it Matters:
Regulatory changes can affect your targeting options, reporting accuracy, and available inventory. Advertisers who keep pace with these developments are better equipped to plan effectively – and responsibly – in an evolving media environment.
AI’s Expanding Role in Media
What Happened:
Artificial intelligence became a more prominent feature of media buying and creative processes. Brands used AI-driven tools for everything from audience segmentation to automating campaign tweaks in real-time.
Why it Matters:
AI-driven efficiency can help you direct budgets where they truly count, but the race to adopt new technology also raises broader questions around data ethics, accountability, and consistent measurement. Staying informed can help advertisers balance innovation with risk management.
Retail Media Networks Continue to Grow
What Happened:
Major retailers and emerging e-commerce platforms alike expanded their media offerings. Retail media has cemented itself as a core component of many marketers’ channel mixes.
Why it Matters:
Retail media aligns closely with purchase intent, offering the potential for clear links between ad spend and sales. However, fragmentation is a risk: with numerous networks on the market, advertisers need a structured approach to assess impact and avoid duplication or missed opportunities.
Shifts in Content Strategy and Audience Attention
What Happened:
Streaming services doubled down on ad-supported tiers, competing alongside new short-form video channels and other emerging formats. As a result, the industry placed greater emphasis on “attention metrics” over basic reach.
Why it Matters:
With so many channels vying for public attention, it’s essential to understand where audiences truly engage. Allocating spend to formats that capture and hold viewers’ interest can help brands achieve better recall, deeper resonance, and higher returns.
Sustainability and Brand Safety Take Centre Stage
What Happened:
Conversations around responsible, ethical advertising intensified. From carbon emissions in the ad supply chain to moderating harmful content, brands faced mounting pressure to demonstrate genuine integrity and transparency.
Why it Matters:
Addressing sustainability and brand safety is more than a tick-box exercise. Done well, it builds trust with consumers, protects brand reputation, and even offers a competitive edge. Knowing where your ads appear, and ensuring those platforms align with corporate values, can safeguard credibility for the long term.
Mergers, Acquisitions, and Consolidation
What Happened:
The year saw a steady stream of deals among agencies, adtech platforms, and consultancies. This consolidation reshaped parts of the media and marketing sector, with some businesses combining forces to offer a broader suite of services.
Why it Matters:
Fewer but larger players might mean simpler, integrated solutions for some advertisers, yet it could also reduce diversity of choice. It pays to evaluate how any industry shake-up affects your partners, budgets, and potential conflicts of interest.
Stay on Top of the Latest Developments with Ebiquity Transmit
We hope these reflections prove valuable as you shape your 2025 plans. For a deeper dive into daily headlines, financial updates, and expert commentary, Ebiquity Transmit is your go-to source. If you’re looking to keep pace with fast-evolving trends and plan ahead with confidence, be sure to visit Transmit to stay informed on the latest news and insights.
Access Transmit for free here.
Stay tuned for our Predictions for the Year Ahead – your go-to guide to the key shifts in advertising for 2025. Don’t miss out – subscribe to our newsletter now for early access.
