Navigating Uncertainty 2025
From rising tariffs to platform bans to mounting antitrust pressure on tech giants, today’s economic and regulatory landscape is in constant flux. Amid the noise, one thing remains clear: You need trusted insights to guide your next move.
EMARKETER offers a steady, measured view of what really matters. Our forecasters don’t just react to breaking news—they analyze the underlying forces shaping long-term market shifts. Explore our exclusive research to understand how broad economic uncertainty, evolving consumer behavior, and regulatory pressure are reshaping advertising, media, and commerce.
How EMARKETER Supports You Through Uncertainty
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Our Forecasts
Tariff pressures are prompting major cutbacks from Chinese ecommerce advertisers, creating near-term volatility for social platforms—especially smaller players—but the channel’s flexibility positions it for a quick rebound once conditions stabilize.
41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).
To reflect uncertainty, EMARKETER has modeled three scenarios for our 2025 retail and ad spending forecasts, ranging from limited to heavy tariffs, in this report. Our existing forecast continues to correspond to the limited tariffs scenario.
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What Our Analyst Says
"The tariff shocks and their ripple effects across the global economy have made it increasingly difficult for businesses to plan with confidence. To reflect the uncertainty surrounding these policies, we’ve developed three distinct scenarios to help companies navigate the shifting landscape, identify areas of relative resilience, and prepare for a range of possible outcomes in a challenging operating environment."
— Shelleen Shum, VP, Forecasting, EMARKETER
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