Retail Media and CTV Ad Spend Expected to Increase in 2025, While Paid Search Takes a Fall

A new report from the IAB predicts rising ad spend for certain performance and affiliate marketing channels. However, overall, the year is expected to see budgets tightening.

Sol Wilkinson January 17, 2025 — 1 minute read

Retail Media and CTV Ad Spend Expected to Increase in 2025, While Paid Search Takes a Fall

The Internet Advertising Bureau (IAB) released a report yesterday, looking at some of the key trends in digital marketing set for 2025.

The bad news first – the study forecasts a decline in overall ad spend compared to last year.

However, this has more to do with 2024 being a remarkable year for advertising with a number of major events, like the Olympics and U.S. Presidential election, all of which drove ad buys.