DAC was thrilled to attend the 2025 IAB NewFronts, where the energy was high, the talent (hello, Cynthia Erivo!) was unmatched, and the future of media was front and center. But beyond the spectacle, what stood out most were the meaningful advancements from major partners, shaping how brands can better connect with audiences through innovation, authenticity, and measurable impact.

Here’s our breakdown of the most important trends and standout partner innovations, designed to help you sharpen your media strategy, elevate your brand narrative, and drive real results.

Trend 1: AI is the new media brain

AI is no longer just a tool—it’s the engine. It powers everything from planning and optimization to real-time personalization, unlocking faster workflows and smarter outcomes. Across the board, platforms are leaning into predictive and generative AI to remove manual friction and drive performance:

• Google DV360 and Amazon Ads are automating media planning and real-time bidding, reducing human input while increasing efficiency.
• Snapchat’s Smart Campaigns use AI to dynamically adjust bidding and budget, adapting in real time to meet CPA goals.
• YouTube now features conversational AI to help marketers discover creators aligned with their brand and audience.
• Wurl is deploying generative AI to match ad tone and emotional cues with video content, improving contextual resonance.
• Immersive formats like Snapchat’s Sponsored AR Lenses showcase how AI is also powering new layers of interactive storytelling.

Who should take note?

Brands looking to scale with speed, deliver more relevant messaging, and cut through operational complexity, especially in performance-heavy or innovation-led categories.

Trend 2: Retail media is redefining the funnel

Retail media is no longer confined to ecommerce. Instead, it’s evolving into a full-funnel powerhouse across premium video, social, and even digital out-of-home environments, allowing brands to drive awareness and conversions in one ecosystem.

• Google DV360 and YouTube are unifying brand and shopper campaigns through full-funnel retail integrations.
• Amazon Ads offers targeting precision with first-party data and privacy-compliant clean rooms.
• T-Mobile is turning digital out-of-home into a performance channel through location-based targeting.

Who should take note?

Omnichannel retailers, CPG brands, and advertisers with defined conversion goals—whether in-store, online, or both—who want to combine awareness and action in a single ecosystem.

Trend 3: CTV and video are the new consumer habits

CTV has overtaken mobile in viewership, with platforms leaning into high-impact, emotionally resonant video experiences across screens.

• YouTube now reaches 98% of U.S. CTV households, surpassing mobile as the most-watched format.
• TikTok Pulse places brand ads beside top-performing user-generated and publisher content.
• Wurl’s ContentToAd makes ads feel native by aligning with the emotional tone of adjacent programming.

Who should take note?

Brand storytellers, entertainment marketers, and any brand looking to build cultural relevance and cross-device resonance at scale.

Trend 4: First-party data is power

As the cookie era winds down, first-party data is becoming the foundation of scalable, privacy-first marketing. Leveraging your own data isn’t just a compliance move; it’s how you personalize experiences, measure what matters, and grow with confidence.

• Google and Amazon enable precise targeting through clean rooms that balance scale and privacy.

• Meta offers creator-specific insights, including hook and interaction rates.
• Upwave uses AI to move beyond reach metrics, measuring true brand lift and campaign impact.

Who should take note?

Brands with robust data infrastructures, like those in finance, telecom, and healthcare, who want to personalize, measure, and grow responsibly in a post-cookie world.

Trend 5: Platforms are becoming full ecosystems

The walls are coming down as platforms evolve into end-to-end ecosystems, unlocking smarter and faster marketing across teams and enabling brands to plan, buy, and measure in one place.

• Google DV360 centralizes AI, video, retail, and measurement.

• Amazon enables full-funnel planning across Prime Video, shopping, and display.
• Meta and Snapchat unify creator tools, ad performance, and campaign delivery.

Who should take note?

Enterprise brands and integrated marketing teams that need scalable, seamless workflows across departments and platforms.

Trend 6: Creator content drives results

Influencer marketing has matured and is now fully embedded within platform strategy, backed by better tools and stronger insights.

• Meta and YouTube offer AI-driven creator discovery and performance tracking.
• Snapchat integrates Creator-led Snaps into Chat Feed and Stories.
• TikTok Pulse Premiere places brand content alongside high-performing UGC and premium publishers.

Who should take note?

Lifestyle, beauty, fashion, food, and youth-focused brands that aim to show up authentically in culture and scale trust through talent.

Trend 7: Measurement is your competitive edge

Smarter, cross-platform measurement is becoming a must-have, helping brands track performance, prove ROI, and invest with confidence.

• YouTube now offers third-party validation via Nielsen, iSpot.tv, and Comscore.
• The New York Times and other premium publishers are leveraging first-party data for highly targeted, data-rich campaigns.

Who should take note?

Any brand under pressure to justify spend, from performance-led teams to budget-conscious marketers, will benefit from better measurement tools and attribution clarity.

Final thoughts

Innovation doesn’t have to be complicated, but it does require action. The platform updates showcased at this year’s NewFronts aren’t just theoretical; they’re live, tangible, and ready for brands to harness.

As you plan your next campaign, consider how you can:

• Evolve your media strategy through AI, automation, and integrated ecosystems.
• Elevate your brand story with immersive formats and creator partnerships.
• Drive results with smarter data use and real, accountable measurement.

At DAC, we’re not just watching these changes; we’re helping our partners get ahead and take full advantage of them. Let’s build smarter, more responsive strategies that make a real impact, together.