IAS publishes ‘Industry Pulse Report 2025’: Key trends and challenges for the digital industry

Integral Ad Science (IAS) has released its annual Industry Pulse Report 2025, produced in partnership with YouGov, which provides a detailed look at the trends, technologies and solutions that will drive digital advertising in the coming year.

Key trends for 2025

Predominance of social networks

61% of digital media experts rank social media as their top priority for 2025. However, they anticipate challenges such as the proliferation of deepfakes and the increasing relevance of social shopping, which will require advertisers to adapt quickly.

Growth of digital video

43% of respondents expect digital video to dominate advertising formats, especially due to its integration with social media. This boom will require attention to new threats to media quality, such as content generated by artificial intelligence.

Influencer marketing on the rise

28% of experts plan to prioritise influencer campaigns to drive social shopping, although they recognise that this format could face challenges due to its rapid evolution.

Key challenges in the digital industry

Brand safety concerns

Advertisers continue to see brand safety as a major challenge, especially in preventing their ads from appearing alongside risky content or misinformation. Deepfake detection and ad waste also stand out as significant concerns that require strategic planning.

Vulnerability in social networks

53% of media experts consider social media to be the environment most vulnerable to brand safety issues, underlining the need for advanced solutions to protect the integrity of advertising campaigns on these platforms.