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2025 will likely be remembered as the year when all the predictions, noise, and media shifts became too big to ignore. For years, advertisers heard about looming disruption – AI, streaming, creator economies, consolidation – but this past year is when those forces fully materialized. We’ve seen the integration of AI into virtually every workflow, dramatic shifts in how consumers discover and relate to brands, and the early warning signs of potential issues as mega-corporations continue to grow and consolidate their power.
It’s been a year of rapid acceleration, marked by both major breakthroughs and new challenges on the horizon. In this week’s blog from Genius Monkey, we’re reflecting on the moments that defined advertising in 2025, and the lessons that will continue to shape strategies into 2026 and beyond.
AI is Beginning to Transform Search
Generative AI burst into the scene about four years ago, but in 2025 it firmly established itself into everyday behavior. General Search has seen the most profound impact; the very concept of “googling” something is under threat by synthesized responses from GenAI chat services. According to a McKinsey & Company report, over half of the U.S. population now uses some form of AI-powered tool for basic search queries, whether through AI summaries, conversational interfaces, or integrated assistants.
This shift has major implications for advertisers; traditional search advertising was built around clicking links on search results, while AI search is replacing that journey with direct answers. As a result, advertisers are being pushed to think differently about visibility: content now must be “AI-friendly”, meaning clearly structured, authoritative, and contextually relevant.
Keyword strategy is evolving; exact match targeting and keyword stuffing are giving way to intent-based approaches that focus on the meaning behind the search rather than the phrasing itself. Traditional keyword tactics aren’t anywhere near obsolete yet, but 2025 was the year where the winds began to shift.
The “Creator” Has Become King
As trust in large institutions and corporate messaging continues to decline, individual personalities and creators have risen in influence. Many may roll their eyes at so-called “influencers”, but consumers in 2025 proved again and again that they are more likely to trust a familiar face than a polished brand slogan.
Purchase decisions increasingly stem from perceived authenticity and personal connection, as para-social as those connections may be. Content creators are establishing themselves as media channels in their own right, with loyal audiences that rival that of legacy publishers. On social media platforms, podcasts, livestreams, and more, creators are now serving as both content and distribution.
In 2025, many brands got better at working within this personality-led ecosystem. Instead of relying on rigid messaging or over-produced advertisements, many marketers learned to let creators speak in their own voices. Successful campaigns were rooted in genuine partnership, as opposed to one-off endorsements.
The takeaway is clear: influence has scaled, and advertisers must learn how to collaborate without overpowering the very authenticity that makes creator-driven content work.
The Maturing of the CTV Industry
Connected Television fully shed its “experimental” label in 2025. What was once viewed as a supplementary or luxury channel has become a core component of modern media strategies. Global CTV ad spend is estimated to have reached roughly $48 billion in 2025 – a 33% increase from 2023.
Alongside the increased ad dollars, the ecosystem itself is expanding with more tools and options. We’ve seen an increase in private marketplaces and premium inventory, signaling that networks and platforms recognize CTV’s long-term value. Measurement and attribution have also improved, allowing advertisers to better understand CTV’s role in their programmatic suite.
The industry has also experienced significant consolidation as the medium matures. Smaller CTV startups and platforms are increasingly being acquired and integrated into larger entities. While this can streamline operations and industry standardization, it also raises questions about competition and advertiser choice. Speaking of which…
Mega-Corps are Keeping Regulatory Bodies Busy
With consolidation comes scrutiny, and 2025 kept antitrust regulators busy across many industries. The most prominent case involved Google, with the U.S. Department of Justice attempting to force the separation of Chrome from the tech giant. That specific move was unsuccessful, but the consequences from the case are far from over. Committees are being formed, frameworks debated, and the full impact on digital advertising may not be clear for years.
More immediately relevant to advertisers is another major development still unfolding: Netflix’s purchase of Warner Bros. Discovery. The merger has the potential to reshape streaming, content ownership, and advertising inventory in ways that will likely dominate headlines throughout 2026 and into 2027.
Meanwhile, AI companies continue to grow rapidly, acquiring competitors and complementary technologies. Some level of consolidation is expected, but unchecked concentration raises valid concerns about access, pricing, and control. Advertisers would do well to keep tabs on the leaders in this space; whoever ends up in the lead of the AI arms race will have the biggest say in reshaping the open internet.
Those Who Adapt, Win.
If there’s one unifying theme from 2025, it’s change. The industry rewarded advertisers who embraced new technologies, evolving consumer behavior, and flexible strategies. Trust and discovery are shifting, and the tactics used to reach audiences must shift with them.
AI will continue to influence every facet of advertising in the years ahead. While the tools may evolve, the core principle remains the same: placing the right message in front of a curious, relevant audience. Partnering with a data-driven programmatic platform remains one of the most reliable ways to do exactly that across channels, devices, and emerging formats.
If you’re ready to increase conversions, reduce waste, and stay ahead of whatever comes next, it’s time to get in touch with Genius Monkey today!
