IAS：2025年媒体行业脉搏报告（英文版）（46页）.pdf

1、U.S.EDITIONTHE 2025 INDUSTRY PULSE REPORTNovember 2024THE 2025 INDUSTRY PULSE REPORT|THE 2025 INDUSTRY PULSE REPORTSTUDY DESIGN AND OBJECTIVESIntegral Ad Science(IAS)partnered with YouGov to survey U.S.digital media experts from both the buy-and sell-sides to understand their perspectives on media c

2、hallenges lying ahead and opportunities they will seek to harness in 2025.In this annual report,we deep dive into the trends,technologies,and solutions that will shape digital media and advertising in 2025,directly from top industry professionals.2FIELD DATESeptember 2024PARTICIPATIONN=254 U.S.digit

3、al media experts who use programmatic advertisingAd Tech(n=52)Advertisers(n=76)Agencies(n=75)Publishers and platforms (n=51)THE 2025 INDUSTRY PULSE REPORT|EXECUTIVE SUMMARY3The digital media landscape is constantly evolving.To gauge how digital media will shift in 2025,IAS sampled media experts(adve

4、rtisers,agencies,ad tech,publishers,and platforms)on their perceptions of foreseeable challenges and opportunities in the industry,and the role that measurement and optimization providers will play in the coming year.Heres what media experts expect in 2025:CHALLENGESOPPORTUNITIESSOLUTIONS 71%of medi

5、a experts agree AI-driven measurement for multimedia content will ensure digital video ads are placed in brand safe environments 58%of media experts say contextual targeting will be critical to achieve campaign KPIs on retail media networks 49%of media experts say brand suitability is their top medi

6、a quality priority Advanced machine learning technology will allow advertisers to detect and classify multimedia content,including deepfakes and misinformation Brand suitability products will allow advertisers to avoid risky content and support quality publishers 53%of media experts see social media