Industry Pulse 2025: IAS analyzes the main digital trends of the coming year

Integral Ad Science (IAS)a leading global platform for media measurement and optimization, has published the fourth edition of its annual report Industry Pulse Reportwhich reveals the main trends that will shape the digital industry in 2025 and the biggest challenges it will face in the coming year.

The report, produced in collaboration with YouGov, an international market research and data analysis firm, collects the responses of more than 200 professionals from advertising, agencies, media and platforms of the United States, to identify potential risks affecting advertising investment and explore growth opportunities in emerging digital channels, such as Retail Media, the social shopping and the kidg.

In an environment where Brand Safety remains a priority, the report highlights how ensuring Brand Suitability will be key for advertisers to protect their investments and maximize the effectiveness of their digital campaigns.

Some of the most notable findings of the study are:

• He Brand Safetythe audience expansionsa scale and monetization with or without social platforms top the list of challenges main for 2025. All of these factors are considered even greater challenges compared to last year’s report.
• Las social networks (61%) and video digital (43%) are both priority formats for media experts in 2025, while media marketing influencers (28%) appears for the first time as a key priority.
• 70% of media experts agree that the marketing de influencers will become more relevant in advertising strategies on social networks.
• 71% affirm that video consumption on social networks will continue to drive programmatic investment in these formats.
• 81% of experts believe that Brand Safety will be an even greater concern as the supply of digital video inventory increases.
• 40% indicate that the Brand Suitability will be a key strategy to improve the performance of campaigns in augmented and virtual reality (AR/VR) environments.
• 73% of experts say that it will be essential to understand how to insert ads into video games without interrupting the player’s experience.
• 78% of those surveyed believe that the traffic generated by social shopping will continue to increase.
• 68% agree that privacy concerns will continue to limit segmentation options in media retail networks.

You can download the “Industry Pulse Report 2025” from Integral Ad Science (IAS) here.