IPA Bellweather Q4 2025 - Industry reactions

Excerpt shared from Mediashotz's 'IPA Bellwether Q4 2025 – Industry reactions’:

According to the IPA Bellwether Q4 2025 reading, total UK marketing budgets remained unchanged in the final quarter of last year.

With the UK’s economic outlook dimming and political and economic uncertainty throwing shade on growth, we’ve been garnering reaction from some of the UK’s top adtech, creative and marketing leaders…

James Macdonald, co-Founder and Chief Revenue Officer, Limelight:



“The Bellwether report findings suggest a continued mood of “cautious optimism” across the UK market, with prioritisation centring around strategies that provide measurable outcomes and direct customer engagement.

“Against this backdrop, the integration and development of AI technologies remains at the forefront – not particularly as a standalone solution, but one whose integration enables efficiency, performance and scale, supporting human-directed strategy and goals.

“At the same time, programmatic advertising continues its growth trajectory, with more businesses adopting bespoke, white-label solutions.

“These solutions can deliver results without the operational burden of heavy development, cost or maintenance.

“With the focus on performance-led approaches, the emphasis is increasingly on results rather than tools alone.

Read the full article on Mediashotz: