Media Buying Briefing: Handicapping the 2025 national ad marketplace, from an investment POV

They say the only constant is change, and that couldn’t be more true of the 2025 national advertising marketplace, as the U.S. experiences a new administration that seems both familiar and uncertain, and as major platforms’ and publishers’ futures adopt new stances or hang in the balance. 

Meantime, a mini-version of musical chairs has beset the national investment teams at a handful of holding companies — the latest change at GroupM, where Matt Sweeney is leaving his post as U.S. chief investment officer. GroupM didn’t respond to requests for information about Sweeney’s replacement. 

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