LESS BRAND SAFETY, MORE SEO SPEND IN 2025, FORRESTER PREDICTS

Summary from the TLDR Marketing newsletter

Brand safety concerns are predicted to decline in 2025 as 53% of U.S. B2C marketers become less focused on brand safety. 10 major brands are shifting away from DoubleVerify. SEO spending is set to triple, driven by AI integration in search engines. TikTok will continue to see investment, with 10% of performance media budgets directed toward social commerce. 46% of CMOs plan to integrate performance and brand media, while 35% aim to combine creative and media assignments.