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2025 is just around the corner, and with it comes a new wave of predictions and possibilities for marketing and advertising.
From TikTok not-so-patiently awaiting a ban in the US to AI finding its way into almost everything, the marketing and advertising community is gearing up for another year of significant changes to how and where they advertise.
Some trends are easy to spot, while others feel like long bets, but one thing’s sure: this list might change before the year ends.
Without further ado, here’s what we’ve added to our bingo card for the year ahead.
Marketers will leave last-click attribution behind in favor of holistic customer journey mapping.
Why? Last-click models oversimplify the buying process, ignoring key touchpoints that influence decisions. Multi-touch attribution (MTA) solves this by giving credit throughout the journey, from first impression to final purchase.
With advanced tools like machine learning, MTA helps marketers understand what drives results. The outcome? Smarter strategies, more personalized experiences, and stronger customer connections.
🧰 KORTX Pro Tip: Start collecting better data now. Kampus makes it easy to map attribution paths, showing where visitors go and how many site actions they take.
 Where will marketing be in 2034? |
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| “All about the customer experience. Brands will focus on creating a personal connection with their customers and providing them with the best possible experience.” Jess Ostrom, VP, Client Services, KORTX |
Marketing Mix Modeling (MMM) ‘s ability to analyze performance, forecast outcomes, and optimize budgets means it’s a must-have for marketing teams.
MMM is no longer exclusive to big-budget advertisers. Lower costs and advancements in AI and machine learning have made it accessible to businesses of all sizes, offering holistic insights into how all marketing channels drive business goals.
Affordable SaaS platforms and in-house tools have democratized MMM, but with widespread availability comes risk. As more providers enter the market, unreliable solutions may flood your inbox, making it challenging to choose tools and partners wisely.
MMM’s ability to analyze performance, forecast outcomes, and optimize budgets cements its place as the future of data-driven marketing.
🧰 KORTX Pro Tip: Choose your partners wisely. Our customized MMM solutions help you make smarter, data-driven decisions.
 
 The right MMM partner can transform your business strategy. |
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| “Marketing Mix Modeling is no longer reserved for the elite few – it’s a game-changer for businesses ready to elevate their strategies. However, not all MMM solutions are created equal. The right partner will not only provide accurate insights but also guide you in translating them into actionable growth. At KORTX, we focus on delivering dependable solutions that ensure your investment drives measurable results.” Damon Henry, Founder & CEO, KORTX |
Traditional media—print, radio, TV, and out-of-home—remain vital to the advertising mix even as digital continues to dominate.
Brands that abandon traditional media entirely risk losing money and alienating key audiences who still rely on these channels to discover brands and solutions.
For industries like B2B, traditional formats such as trade publications and broadcast media still capture significant ad spend, connecting with audiences that value these trusted sources. At the same time, some traditional formats like out-of-home advertising are evolving, leveraging programmatic capabilities and data-driven approaches to integrate seamlessly with digital campaigns.
🧰 KORTX Pro Tip: Use audience discovery tools to assess whether traditional channels still hold value for your audience.
| ✨ Integrating traditional and digital channels led to increased leads. Discover how KORTX blended traditional media with digital ads to drive occupancy growth for senior living communities in this case study: Traditional & Digital Senior Living Marketing [Case Study] |
Privacy will dominate conversations and the news cycle in 2025. Brands that fail to prioritize it will lose customer trust and loyalty and may risk negative media mentions. Consumers are growing more selective about sharing their data and demanding greater transparency from the brands they support.
Significant events will bring privacy into the spotlight. Looming trials, like Google’s antitrust case and investigations into TikTok’s data practices, are set to make data privacy a central topic in the news. Combined with stricter regulations (over 17 U.S. states have enacted privacy laws as of 2024) and the phaseout of Third-Party cookies, privacy concerns are reshaping digital marketing.
🧰 KORTX Pro Tip: Invest in ethical data practices and start leveraging First-Party data to stay ahead of evolving privacy demands.
Despite ongoing threats, TikTok will likely remain a significant player in the U.S. market. Its aggressive lobbying efforts and legal countersuits make a ban legally complex, while its massive user base and role in the creator economy make it politically messy.
More importantly, the U.S. government’s attention is shifting toward higher-stakes tech issues like Google’s antitrust trial and growing concerns around AI regulation. While still a talking point, TikTok is losing steam as a top priority.
🧰 KORTX Pro Tip: Use TikTok for paid campaigns that fit your audience, but hold off on heavy organic efforts until the ban threat clears. Diversify short-form strategies to stay prepared in an unpredictable digital landscape.
 Short-form video isn’t going anywhere. |
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| “Even if TikTok faces a ban, the demand for short-form video content isn’t going anywhere. Platforms like Instagram Reels have already proven they can step in, and many TikTok creators are successfully repurposing content across multiple channels. Brands should follow suit: keep creating, save your content, and be ready to adapt. Short-form video is bigger than any platform—a format that’s here to stay.” Josh Pheneger, Account Manager, KORTX |
Google’s Privacy Sandbox was meant to replace Third-Party cookies, promising a privacy-first way to target and measure ads. But so far, it’s falling short. Regulators fear it could give Google even more control over digital advertising, and early tests of its tools—like interest targeting and conversion tracking—have underperformed.
Marketers aren’t waiting around. Many are turning to First-Party data and other privacy-focused strategies that don’t depend on Google’s ecosystem.
🧰 KORTX Pro Tip: Future-proof your strategy by building a First-Party data foundation now.
The demise of Third-Party cookies didn’t happen overnight, as expected. Google’s delays gave marketers more time to adapt. Still, the move to First-Party data is steadily underway, driven by rising privacy concerns and constant scrutiny in the news.
If Google is forced to sell Chrome, this shift could accelerate, pushing marketers to adopt First-Party data strategies even faster. These solutions offer control, transparency, and trust—essential for success in a privacy-first world.
🧰 KORTX Pro Tip: Tighten up your First-Party data strategy with the essentials below.
5 Must-Haves for Reliable First-Party DataYour data is only as good as the insights it delivers. Ask yourself: Regular checkups ensure your data delivers results! Need some help evaluating your First-Party data or don’t know how to collect it? |
AI is already a game-changer for marketers focused on leads and sales. In 2025, predictive analytics will help identify high-intent prospects, while AI-powered chatbots will deliver real-time, personalized support that drives conversions.
Smarter advertising tools will automatically optimize campaigns, improving ROI without extra effort. Even offline strategies, like out-of-home advertising, will use AI for better measurement and seamless integration with digital efforts.
🧰 KORTX Pro Tip: Start investing in AI-driven solutions now. In 2025, we’ll integrate AI into Kampus to make it even more powerful for our clients.
 Ads in AI platforms? Very likely. |
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| “I believe many companies in the space will integrate advertising into their platforms. As these companies gain more search traction, advertising could help offset the massive investments made to get them operational.” Eric Lee, Co-founder & COO, KORTX |
2025 is knocking, and the marketing landscape isn’t waiting for anyone to catch up. Privacy will dominate headlines, AI will drive decisions, and traditional media will prove it’s still got skin in the game.
Some trends will redefine the industry, others might fade quietly, but ignoring them isn’t an option. Start tightening up your First-Party data strategy, question your reliance on cookies, and focus on what’s changing for your customers first.
About the Author
Chris Rowell is the Co-Founder and CRO at KORTX.
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