In 2023, global advertising spending is on track to exceed $1 trillion for the first time, indicating a potentially transformative year for the marketing industry. However, marketers must navigate various macro pressures, particularly a new presidential administration that poses challenges to established business practices for major ad platforms like Google and TikTok. As the marketing landscape evolves, critical trends such as generative AI and the merging of connected TV with retail media will shape strategies as professionals plan for 2025.
This year could be a banner one for the marketing industry, with global ad spending projected to surpass $1 trillion for the first time.
Marketers still face macro pressures, including a new presidential administration that could change how ad giants like Google and TikTok do business.
Marketing Dive has collected stories that key into where the industry is headed, spanning generative artificial intelligence and the convergence of connected TV and retail media.
As marketers map out their strategies for 2025, adapting to these changes and pressures will be crucial for sustained success.
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