IAB’s 2025 predictions—why commerce media, the creator economy and privacy will have a big year

“The only thing we know about the future is that it will be different,” Peter Drucker famously observed. While 2024 was defined by inflation and uncertainty, much of that will be behind us in 2025. We’re close enough to the new year to make some reasonable guesses about the shapes of things to come. With that said, here goes.