Media Pulse H2 2025 captures the collective voice of ExchangeWire’s global community - a pulse check on the evolving landscape of media, marketing, and technology.

Through weekly polls conducted across the second half of 2025, we gathered the thoughts, forecasts, and frustrations of our readers: the practitioners, innovators, and analysts shaping the future of advertising.

This edition distils those insights into three defining themes that dominated industry debate in H2 2025:

• AI
• Ad Spend
• Ad Tech Ecosystem

From the accelerating impact of generative technologies on the industry, the shifting investment strategies driven by macroeconomic uncertainty, to the structural changes reshaping the supply chain, Media Pulse reflects a half-year of recalibration and redefinition

Thanks to Clinch for joining us as a poll partner - you can see founder Oz Etzioni's analysis of complexity in the ad tech ecosystem on page 10