As we head into the New Year of 2025 there is at least two emerging technology for the Ad Industry to be aware of and two shakeups in the Ad Industry to take notice of. We delve into those below for further analysis as we conduct a ‘Year In Ads’ where we look back at the top news the industry had with adjacent news that may reshape the industry for the better or for the worse. You let us know what you think by commenting below on this post and liking, sharing, and extra brownie points for subscribing. Happy New Years 🎉!
The Global Ad Market: A Trillion-Dollar Club No One Asked For
Let’s face it: we’ve all become numb to big numbers. A trillion dollars? Sure, whatever. That’s just what it costs to run a major tech company these days. But here’s the kicker—the global ad market is set to smash through the $1 trillion barrier, according to a GroupM report. Half of that eye-watering cash pile? It’s landing in the laps of five usual suspects: Google, Meta, ByteDance (aka TikTok), Amazon, and Alibaba.
These five giants didn’t just stumble into this windfall—they engineered it. They’ve perfected the dark art of digital advertising. Google knows everything you’ve ever searched (and probably what you’ll search next). Meta is busy turning your personal relationships into ad revenue. ByteDance has mastered the attention economy with TikTok’s infinite scroll. Amazon sneakily turns your shopping habits into product ads. And Alibaba? They’re doing all of the above for the other side of the planet.
It’s not just about the platforms, though. The entire ecosystem is shifting. The days of generic TV spots and print ads are fading into history. Brands are flocking to digital because that’s where the money is—and because platforms like TikTok and Instagram offer what traditional media can’t: engagement. When was the last time you stopped flipping channels to actually watch a commercial? Exactly.
And then there’s the data. These platforms aren’t just ad channels; they’re surveillance machines. They know who you are, what you like, and what you’re most likely to buy at 2 a.m. This isn’t advertising anymore—it’s behavioral science with a dash of manipulation. Scary? Maybe. Effective? Absolutely.
But here’s the twist: this trillion-dollar projection isn’t a guarantee. The digital landscape is unpredictable. New players could emerge, regulatory crackdowns could upend business models, and consumers might (gasp!) get tired of being tracked. For now, though, these five platforms are riding high on the digital wave—and they’re taking the ad industry along for the ride.
Google set to breakup its beloved Ad businesses (probably)
Here’s where things get spicy. Google, the reigning emperor of all things ads, is caught in a legal showdown that could slice and dice its ad empire. Regulators are gunning for Google Ad Manager, AdSense, and its DSPs (Demand-Side Platforms)—basically the tools that make Google the Big Boss of online advertising.
Why the breakup? Because Google’s ad ecosystem isn’t just big—it’s everywhere. From the ads you see on YouTube to the sponsored search results you click on, Google is involved at every step of the process. They don’t just sell ad space—they own the tools that buyers and sellers use to make deals. That’s like being the referee, the coach, and the player in the same game. Unsurprisingly, regulators aren’t thrilled about it.
Whether it’s the sell-side, the ad server, or the entire supply-side platform that hits the chopping block, it’s all just educated guesswork at this point
If the government manages to carve up Google’s ad empire, the ripple effects could be massive. Ad prices might change. Smaller players might get a bigger slice of the pie. Or, more likely, chaos could ensue. Google’s tools are so integrated into the ad industry that dismantling them is like pulling a Jenga block from the bottom of the tower. You don’t know if it’ll wobble, tip over, or somehow stay standing.
But let’s not kid ourselves—Google isn’t some helpless victim here. They’ve got money, lawyers, and a decade of experience dodging antitrust bullets. Even if they lose this fight, they’re likely to survive. Why? Because they’ve already diversified. Google Cloud, YouTube Premium, hardware—it’s not like their entire empire rests on ads alone.
And then there’s the elephant in the room: will breaking up Google actually help anyone? Sure, it might give other companies a shot at competing, but Google’s ad ecosystem exists for a reason—it works. Brands rely on it because it’s seamless, powerful, and gives them access to billions of users. Splitting it up might level the playing field, but it could also create more headaches for advertisers who’ve come to depend on Google’s one-stop-shop convenience.
So here we are, waiting to see if regulators can topple the king of ads. If they succeed, it’ll reshape the industry. If they fail, it’ll be business as usual for Google—minus a few more legal bills. Either way, it’s a reminder that even the biggest players aren’t untouchable. Well, maybe.
OpenAI launched ‘Sora’ for the Budget Divas
Enter OpenAI’s latest brainchild, Sora—a tool that promises to make video ad creation as simple as swiping right. The idea? Strip away the pain of massive production budgets and let AI churn out content faster than you can say “creative burnout.” Sounds great, right? Well, not so fast.
When I attempted to generate a flashback of the young man reflecting on his childhood family meals, several people in the video were depicted as holding their slices of pizza from the bottom of the slice, rather than the crust
Right now, Sora is like a toddler learning to walk. It stumbles, falls, and sometimes produces video content that looks… off. Think mismatched human anatomy, wonky gestures, and that weird uncanny valley vibe that screams “not quite there yet.” Coca-Cola tried it out for a holiday ad, and let’s just say the backlash wasn’t exactly subtle.
The creative industry is understandably nervous. If AI can make ads cheaper, faster, and without complaints about overtime, where does that leave human animators? It’s a valid concern. But for now, Sora’s limitations mean brands should probably stick to good old-fashioned human creativity—unless they’re okay with ads that look like a fever dream.
Meta reveals AR Glasses, Is this the next Frontier?
Meta’s new AR glasses are here, and they’re a direct challenge to Apple’s Vision Pro. Unlike those clunky headsets that make you look like you’re auditioning for a sci-fi movie, these glasses are sleek, stylish, and designed in partnership with Ray-Ban. Finally, wearable tech that doesn’t make you look ridiculous in public.
The glasses are a big deal, not just for tech nerds but for advertisers too. Imagine an ad popping up in your peripheral vision while you’re walking down the street. Creepy? Maybe. Effective? Absolutely. Augmented Reality could open up a whole new realm of advertising—if, and it’s a big if, the tech actually catches on.
For now, the glasses are more of a proof of concept than a game-changer. But Meta’s move signals where things are headed. AR and AI are becoming BFFs, and together, they might just redefine how brands connect with consumers. It’s early days, but the potential is huge. And if there’s one thing the ad industry loves, it’s chasing the next big thing—even if it’s years away from being profitable.
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