U.S.EDITIONTHE2025INDUSTRYPULSEREPORTNovember2024STUDYDESIGNANDOBJECTIVESTHE2025INDUSTRYPULSEREPORTFIELDDATEIntegralAdScience(IAS)partneredwithYouGovtosurveyU.S.September2024digitalmediaexpertsfromboththebuy-andsell-sidestounderstandtheirperspectivesonmediachallengeslyingaheadPARTICIPATIONandopportunitiestheywillseektoharnessin2025.N=254U.S.digitalmediaexpertswhouseInthisannualreport,wedeepdiveintothetrends,technologies,programmaticandsolutionsthatwillshapedigitalmediaandadvertisinginadvertising2025,directlyfromtopindustryprofessionals.■AdTech(n=52)■Advertisers(n=76)■Agencies(n=75)■Publishersandplatforms(n=51)THE2025INDUSTRYPULSEREPORT2EXECUTIVESUMMAR...