# Report Highlights Key Issues Amongst Digital Advert Consumers

What are the important thing developments of focus amongst digital advert consumers, and what’s driving their pondering across the subsequent stage of outreach?

The workforce from Integral Advert Science (IAS) sought to seek out out with their newest “Business Pulse Report”, which appears at how skilled advert consumers view the rise of AI, the important thing dangers for advert placement, the important thing alternatives, and extra.

IAS partnered with YouGov to survey over 250 U.S.-based digital media specialists who make the most of programmatic promoting, as a way to glean extra perception into their ideas and approaches main into 2025.

And the chief concern amongst them is…

“Advertisements delivered alongside pretend information or misinformation” is the first threat, in accordance with skilled digital advert consumers, which was additionally the primary concern in IAS’s “Business Pulse” report final yr.

Questions round advert placement have been amplified in 2024 by experiences indicating that X’s revised approaches to content material moderation and advert placement have led to extra promotions being displayed alongside probably dangerous content material in that app, whereas different platforms even have methods in place to keep away from the identical.

For its half, X has denied that its advert placements are dangerous, referring to 3rd occasion experiences which point out that “99.99% of Tweet impressions are wholesome”, which means that they’re protected for advertisements to be proven alongside. However as you possibly can see, this stays a key concern, which is why X must proceed to supply reassurance that its up to date strategy is working as anticipated.

But, even with these considerations in thoughts, advert consumers nonetheless see nice alternative in social media promotions:

As you possibly can see on this chart, digital video is a comparatively shut second, whereas live-streaming and influencer advertising are nicely again.

I imply, actually, most of those parts are included into the “Social Media” banner to a point, so I’m unsure that it is a vital indicator of a broader lack of religion in these different choices. But it surely does appear that advert consumers view these as much less modern choices, which gained’t see any vital change within the coming 12 months.

Respondents additionally consider that social buying, one thing that I’ve been skeptical of, will achieve traction in 2025, whereas influencer advertising may also proceed to rise in significance.

The rise of generative AI can also be rising considerations round deepfakes, and the position of advertisements alongside deceptive materials:

So, once more, this goes again to the prime concern, in advert placement, and potential model injury, attributable to unintended affiliation with deceptive or pretend content material. AI instruments does enhance the chance on this respect, and as such, you possibly can anticipate to see the platforms working more durable to detect and clearly label AI-generated content material to alleviate such considerations.

As a result of that is solely going to extend as generative AI instruments proceed to enhance.

These are some attention-grabbing insights into the pondering of digital advert consumers, and their key considerations heading into the brand new yr. And whereas the platforms won’t ever be capable to fully deal with all of those parts, it’s price noting the place skilled advert consumers are trying, in relation to coming bulletins from social apps.

You’ll be able to obtain IAS’s full “Business Pulse” report for 2025, which features a heap extra digital advertising insights, right here.