Marketers were in a state of uncertainty through 2024, with many chapters left unfinished, such as a ban on TikTok and the real impact of genAI on the media landscape. In 2025, we’ll witness the conclusion for many of these chapters. Marketers will act more decisively as a result, executing their plans with confidence and getting comfortable with newer activations, like social commerce. However, marketers shouldn’t get too comfortable — while some chapters will close, others will open in their stead. This report declares five media and advertising predictions as we enter 2025.