1、The ExchangeWire Media Pulse:H2 2024Mat Broughton Research Lead,ExchangeWirePublished Febraury 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retri

2、eval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information

3、storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ContentsExecutive Summary 3Key Findings 4Ad spend 5J Ad spend expectations post Q2 2024 6J Black Friday ad spend 6J Forecast 2025 ad spend 7J Most important ad spend channel for 2025 7AI 8J

4、Predicted success of Perplexity Als advertising model 9J Impact of Performance Max updates 10CTV 11J Fragmentation of CTV market 12DOOH 13J Importance of pDOOH when planning ad spend/developing campaigns 14Google 15J Expectation of forced asset divestment by Google(pre-DOJ ad tech trial)16J Expectat

5、ion of forced asset divestment by Google(during DOJ ad tech trial)16Legal and regulation 17J Impact of GARMs disbandment on the ad industry 18J Predicted success of AltStore 19Social media regulation 20J Predicted impact of FTC report on social media regulation 20J Desire for social media ban for un

6、der-16s 20Measurement 21J Confidence with ad measurement 22Sustainability 23J Implementation of Ad Net Zero Global Media Sustainability Framework 24About ExchangeWire 25bbbbbbbbbbb2/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form