Global Ad Spend Resilient in 2025 Amid AI and Retail Media Boom
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Global Ad Spend Resilient in 2025 Amid AI and Retail Media Boom
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According to WPP Medias December 2025 This Year Next Year forecast, global ad revenue is projected to grow 8.8 percent in 2025, reaching 1.14 trillion dollars, with a five year compound annual growth rate of 6.3 percent.[1] Commerce and retail media are central to this story: commerce ad revenue is expected to hit 178.2 billion dollars in 2025 and surpass total TV advertising for the first time, confirming a multi year shift of budgets from linear TV to retail and performance channels.[1][5] At the same time, content driven advertising, including digital video and social, remains the largest category at 663.5 billion dollars, or 58 percent of global revenue.[1]
In the past 48 hours, several developments highlight how the industry is operationalizing these trends. Magnite announced it has been selected as the key monetisation partner for Indias CTV and FAST platform RunnTV, using its SpringServe technology and private marketplace deals to scale connected TV revenue in one of the fastest growing streaming markets.[6] Separately, Anoki disclosed an integration with Index Marketplaces that brings AI powered scene level contextual targeting to connected TV buyers globally, reflecting a broader push toward privacy safe, signal light targeting as cookies and device identifiers become less reliable.[3]
Leaders are leaning into AI, data collaborations, and partner ecosystems to respond. Major players are investing in AI driven planning, measurement, and creative optimization, while companies like Microsoft Advertising continue to spotlight high performing agency partners across EMEA and LATAM to deepen ecosystem ties and execution quality.[2]
Compared with earlier 2024 and early 2025 outlooks that anticipated softer growth, the latest WPP Media forecast marks an upward revision, attributing resilience to better than expected trade conditions and an AI investment boom.[1] However, broader CMO surveys still show marketing budgets flat as a share of revenue and confidence under pressure, pushing advertisers to demand more measurable performance, tighter supply paths, and closer links between media exposure and retail or commerce outcomes.[7][5]
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