2025 opens with more unfinished business than clean conclusions. Omnicom’s acquisition of IPG is moving toward its first full operating year in 2026. OpenAi is edging toward an advertising business without having settled what the business actually is Google’s illegal monopoly over the ad dollars that fund the open web is moving into a remedies phase that could redraw the market. And that’s only a few of the loose ends carried over from last year. This year’s in and out list reflects an industry reorganizing itself around the unresolved power negotiations.
In
Agentic web
Out
Internet of Things
In
Worrying about LLMs scraping away ad revenue
Out
Worrying about LLMs scraping away referral traffic
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