The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.

The FTC’s new leader could follow through on advertising regulation: Andrew Ferguson has voiced support for targeted ads, but criticized data collection.

The free, ad-supported internet runs on consumer data. But privacy legislation is making it harder for advertisers to take advantage of it.

Strong returns for both publishers and advertisers guarantee growth. AI-powered performance advertising products, such as Meta’s Advantage+ Shopping Campaigns and Google’s Performance Max, have helped large advertising platforms weather the lost ad revenues from privacy-related signal loss.

The social app’s porous data security could undermine trust. Its decentralized vision won’t matter if users feel their content is AI fodder without consent.

Some 88% of worldwide consumers say not trusting a brand is a dealbreaker when it comes to buying a product or using a service, according to Edelman. But building trust isn’t easy. Trust requires protecting consumer data, being thoughtful about third-party platform use and partnerships, and advertising through the right channels. Here are five key stats marketers can use to improve their brands’ consumer trust.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Google brings its privacy push to Chrome extensions: Despite concerns that YouTube’s ad blocking crusade could expand, Google says they’ll stay as-is.

The final version of the Consumer Financial Protection Bureau’s Section 1033 rule clarifies how financial institutions and apps must protect and share customer data.

CMOs are using AI tools to transform marketing by enhancing creativity, optimizing campaigns, and streamlining operations. AI will shape marketing's future, but strategic implementation, data privacy, and bias remain hurdles for widespread adoption.

The ad industry responds to the FTC’s call for regulation: Ad groups have had a heavy hand in shaping US privacy regulation, but bigger changes loom.

CTV isn’t exempt from privacy regulation: While regulatory efforts are uncertain, advertisers should begin adopting privacy-oriented CTV solutions.

Google adds first-party data protections for advertisers: New products will help ensure user privacy isn’t infringed upon.

Google may have reversed its decision to deprecate third-party cookies, but providing individual consumers with the ability to opt-out is still likely to decrease signal loss, according to our analyst Evelyn Mitchell-Wolf. In addition, increased legislation and consumer concerns around privacy will require marketers to invest in privacy-safe ways to collect and activate data.

Next year, we expect nearly 92% of total display ad spend to be transacted programmatically, reaching $175.58 billion. However, signal loss and privacy regulations are making the programmatic landscape more difficult to navigate, according to our report, The Privacy-First Programmatic Opportunity.

A controversial “active listening” targeting method reinforces privacy needs: Cox Media Group’s proposal reignited concerns about the ethical boundaries of ad targeting.

To truly change consumers’ financial behaviors for the better, personal finance management tools must take human nature into account and lean on AI to become predictive, proactive, and prescriptive. We look at why banks will also benefit.

Nearly two-thirds (66%) of US data and ad professionals have adopted data clean rooms as a result of privacy legislation and/or signal loss, according to February 2024 data from the Interactive Advertising Bureau (IAB) and BWG Strategy. Since data is at the core of retail media success, enabling brands to target and measure campaigns more accurately, it’s not surprising that data clean rooms have come into play.

Key stat: The younger the consumer, the more likely they are to accept cookies if asked. More than half (57.6%) of US Gen Z consumers say they “often” or “always” accept cookie notifications, compared with 53.4% of millennials, 46.8% of gen X, and 36.0% of boomers, per a July 2024 EMARKETER survey.

What are advertisers’ and publishers’ biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?