LUMA – State of Digital 2025

The main theme of the report concerns the state of the digital market by 2025, focusing on the macroeconomic environment, the impact of technologies such as artificial intelligence, and activity in the mergers and acquisitions (M&A) sector.

Key findings include an improved macroeconomic environment, reduced interest rates and inflation, which positively impacted the stock market in 2024. Artificial intelligence has become an important component for marketers. Revenue growth in the Ad Tech sector remains strong. M&A activity has significantly increased, especially in the Ad Tech and MarTech sectors. The US and European governments are increasing scrutiny over large tech companies, including lawsuits against Google and Apple. New players are emerging in the market, and companies are expanding their advertising initiatives.