Top 5 Media Landscape Insights- March

Stay ahead of the curve in today’s ever-evolving media landscape with DirectAvenue’s Top 5 Media Landscape Insights. We provide you with critical network updates and emerging media trends in a clear, digestible format.

March 1, 2025

1. Retail Media Ad Impressions Surpass 75B- Retail media ad impressions in the U.S. increased by 4% year-over-year (YoY) during the holiday season, surpassing 75 billion for the first time. The findings come from Sensor Tower’s Q4 2024 Mobile Market Report, which analyzes trends in the mobile ecosystem. In Q4 2024, U.S. digital ad spending across mobile, desktop, and over-the-top (OTT) platforms reached $34 billion, generating 3.8 trillion impressions. Ad spend saw a 9% YoY increase.
2. How Marketers Can Optimize AI Agents in 2025- AI agents and digital twins are transforming marketing, with 94% of UK and US marketers seeing AI-driven revenue growth. Agentic AI automates tasks, while digital twins refine campaign testing and personalization. However, AI “hallucinations” highlight the need for human oversight. Marketers should integrate AI with digital twins for advanced simulations and optimize content for both AI and human audiences to enhance decision-making.
3. Marketers Chase Better Measurement Across Channels- According to a December 2024 IAB survey, 64% of U.S. ad buyers plan to place a greater emphasis on cross-platform measurement in 2025. As of February 16, Google has begun allowing advertisers to utilize digital fingerprinting, a technique that aids in tracking audience behavior across multiple devices. Cross-platform measurement has become an increasing challenge, especially with the growth of retail media networks (RMNs). 
4. 10 Ways To Activate AI Into Your Next Campaigns- AI is revolutionizing marketing by enhancing efficiency and personalization. Predictive analytics, behavioral targeting, and AI-driven personalization boost engagement, with 94% of UK and US marketers seeing revenue growth from AI. Chatbots improve customer service, and AI streamlines content creation, image recognition, and voice search. With 80% of businesses expected to use AI-driven bots in 2025, integrating AI ensures more effective, data-driven campaigns.
5. Waymark Expands Deal With Paramount To Include 27 CBS-Owned Stations- Waymark, an expanding AI-driven video technology company specializing in local TV advertising, has broadened its partnership with Paramount Global to now cover 27 CBS-owned and operated stations. CBS executives believe this collaboration will enable their stations to better serve small and mid-sized local advertisers—businesses that may lack the resources to produce their own commercials. Utilizing AI, Waymark can rapidly extract video assets, print materials, and other content from a business’s website and other sources to generate a TV advertisement.