Why 2025 will be the year of performance marketing, green goals & smarter AI [Video]

What is likely top of mind for most marketers is how the new Trump administration will impact the industry, and there is no doubt that it is poised to bring significant changes to advertising and ad tech. Uncertainty around tariffs, national privacy legislation, and the TikTok ban could force brands to be more deliberate with budgets or to scrap their plans altogether.

As a result, we’ll likely see performance channels like retail media networks and shoppable ads gain a larger share of investment as marketers seek to prove the ROI for every dollar spent. This will replace some reliance on Google Search as interactive commerce continues to rise.

Consumers are increasingly seeking seamless paths to purchase within …