IAB：2025年美国广告支出展望报告（英文版）

The fastest-growing channels continue to be where consumers and commerce thrive, and sight-sound-motion converge

CTV, social media, and retail media (see page 9) are expected to post double-digit growth in 2025, offering buyers the most advanced personalization and measurement capabilities to reach audiences effectively and drive business outcomes.

In contrast, Linear TV is projected to take a steep hit YoY due primarily to the lack of cyclical events.