The short version

Brian Wieser predicted on January 1, 2025: ““[Y]et again the industry produced a dramatic outperformance versus our (and, frankly, anyone else’s reasonable) expectations,” he concludes. But, the end of the rainbow that was the past 12 months will be followed by gloomy skies for ad dollars, Wieser shares.” Verdict: Called it. Although "gloomy skies" is qualitative, the observable pattern—2024 outperforming…

Prediction by

Brian Wieser

On January 1, 2025

““[Y]et again the industry produced a dramatic outperformance versus our (and, frankly, anyone else’s reasonable) expectations,” he concludes. But, the end of the rainbow that was the past 12 months will be followed by gloomy skies for ad dollars, Wieser shares.”

Follow-up

Although "gloomy skies" is qualitative, the observable pattern—2024 outperforming expectations, followed by more subdued growth and higher uncertainty into 2025—is consistent with what major industry sources report for the transition from 2024 to 2025. On that basis, this high-level directional prediction appears to have been borne out: growth did not collapse, but conditions did become more challenging and less exuberant than the prior 12 months.

From the High Caliber AI network — see the AI for PR module in the course.