2025年广告行业脉搏报告（英）_46页_4mb

报告摘要

2025 Industry Pulse Report Summary

Overview

This report, published by Integral Ad Science (IAS) in collaboration with YouGov, surveys 254 U.S. digital media experts across the buy- and sell-sides to explore their expectations for the digital media and advertising landscape in 2025. The focus is on identifying challenges and opportunities, particularly in the context of media quality, brand safety, and the role of measurement and optimization technologies.

Core Content

Main Challenges

53% of media experts see social media as the environment most vulnerable to brand risk.
31% are most concerned about ads delivering alongside risky content and misinformation.
24% are most concerned about ads delivering near deepfakes.
Ad fraud and brand safety are top concerns for all media types, with social media being the most vulnerable.
Made-for-advertising (MFA) sites are expected to increase, posing a significant risk to ad spend efficiency.

Main Opportunities

71% of media experts agree that AI-driven measurement for multimedia content will ensure digital video ads are placed in brand-safe environments.
58% believe contextual targeting will be critical for achieving campaign KPIs on retail media networks (RMNs).
49% consider brand suitability as their top media quality priority.
Social shopping and influencer marketing are highlighted as emerging opportunities with significant potential for growth and innovation.

Key Trends and Technologies

Media Types

Social media remains the top media priority, with a 61% consensus.
Digital video is the second priority at 43%, followed by digital display and influencer marketing at 28% each.
Emerging media such as gaming, AR/VR, and retail media networks are also expected to see growth and innovation.

Challenges by Media Type

Social media faces issues with consumer trust, media quality transparency, and increased regulations.
Digital video and CTV are growing but face ad fraud, brand safety, and low viewability risks.
Gaming and AR/VR require media quality measurement to ensure brand suitability and viewability.

AI-Driven Disruptions

Deepfakes are a rising threat, with 76% of experts agreeing that third-party measurement will be critical to avoid ads near deepfakes.
20% of experts believe advertising adjacent to deepfakes will represent the most serious threat to media quality in the next 12 months.
Generative AI is expected to increase the prevalence of MFA sites, with 68% of experts agreeing that these tools will accelerate the need for measurement and optimization to avoid such sites.

Media Quality Priorities

Brand suitability is the top media quality priority at 49%.
Viewability is second at 44%, followed by responsible media investments at 43%.
Driving attention toward ads is also a key focus at 36%.
Contextual targeting is seen as a critical solution for achieving KPIs while protecting privacy.

Accountability for Brand Safety and Fraud

Advertisers/brands are perceived as the most responsible for brand safety, followed by media measurement and optimization platforms at 33%.
Agencies and publishers are also involved, with 30% and 28% respectively.
For ad fraud mitigation, advertisers/brands and media measurement platforms are the most accountable, with 37% and 36% respectively.

Responsible Media Investment

Privacy-centered practices are a key focus for reaching diverse audiences and building consumer trust.
Responsible journalism and carbon footprint reduction are also important areas for investment.
Third-party measurement is seen as essential for tracking and reducing ad-related carbon footprints.

Conclusion

The 2025 Industry Pulse Report highlights the increasing importance of media quality measurement, brand safety, and AI-driven solutions in the evolving digital advertising landscape. Social media and digital video are the top priorities, with influencer marketing emerging as a key growth area. Emerging media like gaming and AR/VR will require tailored approaches to ensure brand suitability and viewability. Third-party measurement and optimization platforms are expected to play a central role in addressing these challenges and unlocking opportunities for advertisers, agencies, and publishers.