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12 marketers predict what’s next for TV, AI and retail in 2025
It’s been a litigious year for adtech. In August, a judge ruled that Google had a monopoly over search. In the fall, Google faced a second antitrust trial over its alleged adtech monopoly. Meanwhile, Elon Musk pressed on with his lawsuit against World Federation of Advertisers.
You might say it’s been a year defined by the courtroom.
What else? Streaming platforms finally broke through to profitability. The NBA signed a $76 billion media rights deal, which signaled that streaming live sports is a high priority for Disney, NBCUniversal’s Peacock and Amazon Prime Video.
After this landmark year, The Current spoke with 12 advertising executives about their biggest predictions for 2025. Taking control is a clear through line of their messaging, from revenue streams to data. Here’s what they see defining the industry in the new year.
Evolving monetization models
“In 2025, publishers will face increasing pressure to diversify their revenue streams to balance user experience with profitability. With the rise of live shopping and more sophisticated subscription enablement, a mix of ad-supported and direct-to-consumer models will offer greater financial resilience. Publishers that integrate vertical video ads that seamlessly blend into the mobile experience will see higher engagement rates and a more native advertising approach. This shift towards vertical video will allow publishers to tap into new revenue streams while providing a more immersive and user-friendly experience for their mobile audience.”