Change is in the air for Nielsen, the long-time authority on TV and media measurement. As the company plans to sunset its panel-only measurement by Q4 2025, the industry is buzzing with questions, concerns, and anticipation. For some, it’s the end of an era. But for others—especially those championing innovation—this marks an exciting leap forward for media technology and advertising.

If you grew up in the 1960’s, you were told that we would have flying cars by now. If you grew up in the late 80’s/early 90’s, you were told we would have hover boards. If you grew up in the 2010’s, well, not much has changed. In 2025, the digital marketing landscape is set to evolve with several key trends that marketers should be prepared to leverage.

The digital marketing and advertising age is still relatively young compared to that of traditional linear television. As we keep making more advancements in technology, it still seems that we are stuck in the mud as it comes to which platforms are providing any type of consistent and viable return. But that looks like things might be changing as programmatic advertising is poised for significant growth, driven by advancements in television integration, retail media networks, and emerging technologies like blockchain.

In the world of Connected TV (CTV), advertising faces a critical moment. While consumers shift towards streaming platforms, ad dollars are lagging behind, tangled in a web of rerun-heavy content and confusing, inconsistent measurement methods. Linear TV remains the default choice for many brands, thanks in part to the simplicity of its data presentation. Meanwhile, the rise of Free Ad-Supported Streaming Television (FAST) services, particularly those featuring live niche sports, provides a new avenue for growth.