{"id":128816,"date":"2025-05-29T15:49:18","date_gmt":"2025-05-29T20:49:18","guid":{"rendered":"https:\/\/www.dacgroup.com\/insights\/blog\/none\/7-emerging-media-trends-revealed-at-iab-newfronts-2025\/"},"modified":"2025-05-29T16:18:11","modified_gmt":"2025-05-29T21:18:11","slug":"7-emerging-media-trends-revealed-at-iab-newfronts-2025","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/7-emerging-media-trends-revealed-at-iab-newfronts-2025\/","title":{"rendered":"7 emerging media trends revealed at IAB NewFronts 2025"},"content":{"rendered":"\n<p>DAC was thrilled to attend the <a href=\"https:\/\/www.iab.com\/blog\/welcome-to-the-ecotone\/\">2025 IAB NewFronts<\/a>, 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.<\/p>\n\n\n\n<p>Here\u2019s 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 1: AI is the new media brain<\/h2>\n\n\n\n<p>AI is no longer just a tool\u2014it\u2019s 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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google DV360<\/strong> and <strong>Amazon Ads<\/strong> are automating media planning and real-time bidding, reducing human input while increasing efficiency.<\/li>\n\n\n\n<li><strong>Snapchat\u2019s Smart Campaigns<\/strong> use AI to dynamically adjust bidding and budget, adapting in real time to meet CPA goals.<\/li>\n\n\n\n<li><strong>YouTube<\/strong> now features conversational AI to help marketers discover creators aligned with their brand and audience.<\/li>\n\n\n\n<li><strong>Wurl<\/strong> is deploying generative AI to match ad tone and emotional cues with video content, improving contextual resonance.<\/li>\n\n\n\n<li>Immersive formats like <strong>Snapchat\u2019s Sponsored AR Lenses<\/strong> showcase how AI is also powering new layers of interactive storytelling.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>Brands looking to scale with speed, deliver more relevant messaging, and cut through operational complexity, especially in performance-heavy or innovation-led categories.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 2: Retail media is redefining the funnel<\/h2>\n\n\n\n<p>Retail media is no longer confined to ecommerce. Instead, it\u2019s 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.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google DV360<\/strong> and <strong>YouTube<\/strong> are unifying brand and shopper campaigns through full-funnel retail integrations.<\/li>\n\n\n\n<li><strong>Amazon Ads<\/strong> offers targeting precision with first-party data and privacy-compliant clean rooms.<\/li>\n\n\n\n<li><strong>T-Mobile<\/strong> is turning digital out-of-home into a performance channel through location-based targeting.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>Omnichannel retailers, CPG brands, and advertisers with defined conversion goals\u2014whether in-store, online, or both\u2014who want to combine awareness and action in a single ecosystem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 3: CTV and video are the new consumer habits<\/h2>\n\n\n\n<p>CTV has overtaken mobile in viewership, with platforms leaning into high-impact, emotionally resonant video experiences across screens.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>YouTube <\/strong>now reaches 98% of U.S. CTV households, surpassing mobile as the most-watched format.<\/li>\n\n\n\n<li><strong>TikTok Pulse<\/strong> places brand ads beside top-performing user-generated and publisher content.<\/li>\n\n\n\n<li><strong>Wurl\u2019s ContentToAd<\/strong> makes ads feel native by aligning with the emotional tone of adjacent programming.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>Brand storytellers, entertainment marketers, and any brand looking to build cultural relevance and cross-device resonance at scale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 4: First-party data is power<\/h2>\n\n\n\n<p>As the cookie era winds down, first-party data is becoming the foundation of scalable, privacy-first marketing. Leveraging your own data isn\u2019t just a compliance move; it\u2019s how you personalize experiences, measure what matters, and grow with confidence.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google <\/strong>and <strong>Amazon <\/strong>enable precise targeting through clean rooms that balance scale and privacy.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Meta<\/strong> offers creator-specific insights, including hook and interaction rates.<\/li>\n\n\n\n<li><strong>Upwave<\/strong> uses AI to move beyond reach metrics, measuring true brand lift and campaign impact.<\/li>\n<\/ul>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69cff870b3eef'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69cff870b3eef');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 5: Platforms are becoming full ecosystems<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google DV360<\/strong> centralizes AI, video, retail, and measurement.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Amazon<\/strong> enables full-funnel planning across Prime Video, shopping, and display.<\/li>\n\n\n\n<li><strong>Meta<\/strong> and <strong>Snapchat<\/strong> unify creator tools, ad performance, and campaign delivery.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>Enterprise brands and integrated marketing teams that need scalable, seamless workflows across departments and platforms.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 6: Creator content drives results<\/h2>\n\n\n\n<p>Influencer marketing has matured and is now fully embedded within platform strategy, backed by better tools and stronger insights.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Meta<\/strong> and <strong>YouTube<\/strong> offer AI-driven creator discovery and performance tracking.<\/li>\n\n\n\n<li><strong>Snapchat<\/strong> integrates Creator-led Snaps into Chat Feed and Stories.<\/li>\n\n\n\n<li><strong>TikTok Pulse Premiere<\/strong> places brand content alongside high-performing UGC and premium publishers.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>Lifestyle, beauty, fashion, food, and youth-focused brands that aim to show up authentically in culture and scale trust through talent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend 7: Measurement is your competitive edge<\/h2>\n\n\n\n<p>Smarter, cross-platform measurement is becoming a must-have, helping brands track performance, prove ROI, and invest with confidence.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>YouTube<\/strong> now offers third-party validation via Nielsen, iSpot.tv, and Comscore.<\/li>\n\n\n\n<li><strong>The New York Times<\/strong> and other premium publishers are leveraging first-party data for highly targeted, data-rich campaigns.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Who should take note?<\/h3>\n\n\n\n<p>Any brand under pressure to justify spend, from performance-led teams to budget-conscious marketers, will benefit from better measurement tools and attribution clarity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Innovation doesn\u2019t have to be complicated, but it does require action. The platform updates showcased at this year\u2019s NewFronts aren\u2019t just theoretical; they\u2019re live, tangible, and ready for brands to harness.<\/p>\n\n\n\n<p>As you plan your next campaign, consider how you can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Evolve your media strategy<\/strong> through AI, automation, and integrated ecosystems.<\/li>\n\n\n\n<li><strong>Elevate your brand story<\/strong> with immersive formats and creator partnerships.<\/li>\n\n\n\n<li><strong>Drive results<\/strong> with smarter data use and real, accountable measurement.<\/li>\n<\/ul>\n\n\n\n<p>At DAC, we\u2019re not just watching these changes; we\u2019re helping our partners get ahead and take full advantage of them. Let\u2019s build smarter, more responsive strategies that make a real impact, together.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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, [&hellip;]<\/p>\n","protected":false},"author":443,"featured_media":128808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2889],"tags":[],"class_list":["post-128816","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 emerging media trends revealed at IAB NewFronts 2025 | DAC<\/title>\n<meta name=\"description\" content=\"Explore 7 key media trends from IAB NewFronts 2025 to sharpen your strategy, boost impact, and stay 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