Why brands must break free from marketing silos in 2025
As we begin the new year, The Trade Desk’s VP, James Bayes, shares why marketers need to stop viewing both upper and lower funnel in silos but instead go full funnel by integrating brand-building and performance metrics for more effective engagement at every stage.
The playbook for 2024 was marked by caution and conservatism.
Shrinking budgets and economic uncertainty pushed many brands to play defence, favouring short-term performance campaigns over long-term strategies.
But 2025 presents an inflection point. With consumer confidence on the rise, inflation poised to ease, and over 80% of APAC CMOs anticipating bigger budgets as per a recent global dentsu study, marketers have an opportunity to rewrite the playbook.
