The global media industry is set to eclipse the $1 trillion threshold this year, with the U.S. representing roughly $400 billion of the total. AI and new technologies are changing how we think about media buying, planning, activation, and measurement. Are you prepared to adapt your strategies? This report presents five catalysts that are shaping the media industry’s future and the related trends we are seeing take shape for each.

Highlights:

The future will be built on consented consumer data: Brands who build first-part data by tying sign-ups to tangible value and linking IDs across data clean rooms will see huge payoffs.

The future of measurement is omnichannel: And the push for accountability will accelerate a fundamental shift in measurement practices, redefining how success is quantified across channels.

Generative AI is now running inside workflows: It will be increasingly important to train teams on programmatic and AI-assisted planning and decision-making to better forecast outcomes.

Consumers expect discovery, entertainment, and purchases together: This convergence is unlocking new pathways for engagement, setting the stage for trends that will redefine how consumers shop.

The evolution from reactive to predictive media management: By combining AI alerts with scenario modeling, marketers can shift spend in real time to capture emerging opportunities.