This 12 months may very well be a banner one for the advertising and marketing trade, with international advert spending projected by GroupM to surpass $1 trillion for the primary time. However entrepreneurs nonetheless face macro pressures, together with a brand new presidential administration that might change how advert giants like Google and TikTok do enterprise.
Beneath, Advertising Dive has collected tales that key into the place the trade is headed, spanning generative synthetic intelligence, the convergence of linked TV and retail media, and extra, as entrepreneurs map out their methods for 2025.
