Donald Trump has just wrapped up his first 100 days in office — for the second time. From instituting, reversing, and then reinstating steep tariffs to tightening trade policies and reviving scrutiny of tech platforms, Trump 2.0 is already shaking up the digital media landscape. It was expected that this presidency would reshape how and where brands appear online, and the shift has already begun.
We’re also seeing the ripple effects in client strategies, and our role is to help you stay not just prepared but ahead of the curve. Whether you manage paid social, programmatic display, or retail media, it’s critical to understand how Trump’s second term could alter the landscape. Here are our predictions for digital advertising over the next four years.
How Trump’s Policies Are Shaping Digital Advertising
The Trump administration has moved quickly to revive signature policies from his prior term — ones that prioritize economic growth while downplaying user experience and data protections. As with every new president, he has appointed fresh leadership at the Federal Communications Commission (Brendan Carr) and Federal Trade Commission (Andrew Ferguson). Both have signaled less appetite for consumer protection enforcement and little interest in antitrust crackdowns. We expect three of these policy directions to directly affect digital marketers in the near future.
1. TikTok Ban Momentum Builds Again
Trump’s renewed emphasis on national security and China has put TikTok back in the spotlight. A federal ban is once more under debate — just months after the app received a reprieve when Trump returned to office. In April, he extended the sell-by deadline another 75 days, but advertisers dislike uncertainty. Many are already scaling back investment.
Bottom line: If TikTok is central to your brand, once a hot channel, now is the time to diversify your social media mix. YouTube Shorts, Reels, and newer platforms like BeReal or Lemon8 are worth testing.
2. Tariffs Raising Consumer Prices — and Ad Pressure
Fresh tariffs on Chinese imports — with threats extending to Mexico — are already pushing consumer goods prices higher. Retailers are understandably anxious and eager to explain to customers why costs keep rising. Amazon, for example, is experimenting with showing tariff impacts at checkout, a move the White House criticized as “hostile”, even though it clarifies pricing.
Bottom line: Brands face tighter margins and shrinking flexibility in ad budgets. Expect a stronger shift toward performance-driven channels that deliver short-term ROI, including Meta and TikTok.
3. Section 230 and Big Tech Regulation Return to Center Stage
The Communications Decency Act of 1996 was originally aimed at online pornography — but Section 230 also granted platforms immunity from civil liability, protecting online expression. That protection has long frustrated critics, and the Trump administration is signaling interest in revisiting it.
Officials hint at tougher rules for major platforms like Meta, Google, and Amazon. If that happens, digital marketers could face disruptions in how content is moderated and distributed.
Bottom line: Expect shifts in ad inventory. Policy changes may redefine what’s allowed, what’s prioritized, and how brand messages reach audiences.
Every shift in federal policy ripples through platforms, which means the digital media landscape is bracing for both ups and downs. Here’s how things look right now.
✅ Gaining Ground
- Meta and Instagram: Meta’s core platforms are seeing a lift from rising political ad budgets, boosted by Trump-friendly attitudes toward Big Tech (at least for now). CPMs are creeping higher, but reach remains robust.
- Retail media (Amazon, Walmart Connect): Brands are doubling down on “safe” ecosystems with clear attribution and fewer content risks. Less trolling + less misinformation = better optics for advertisers.
- Connected TV (CTV): Political campaigns are fueling spend on TV and CTV during primaries and special elections. Inventory is tightening, but the surge is creating fresh opportunities for brands that move quickly.
⚠️ Losing Momentum
- TikTok: Even without an outright ban, the platform is feeling advertiser pullback. Ongoing regulatory limbo is freezing budgets and undermining trust.
X (Twitter): Trump’s return has boosted traffic, but most mainstream brands still hesitate due to brand safety concerns — and growing unease with Elon Musk’s slumping public image.
You’ve seen our predictions — now, how should you respond to make the smartest decisions with your ad dollars? If you oversee digital media, these are the proactive moves we recommend right now.
1. Broaden Your Platform Portfolio
Dial back spend on politically volatile or brand-risky platforms like X. Explore newer social players, test out CTV formats, and revisit the role of programmatic in your mix.
2. Scenario-Plan for Market Volatility
Build flexible budget models around multiple scenarios: political ad inventory surges, regulatory shifts, or trade-war-driven cost pressures. Agility is essential.
3. Recheck Brand Safety & Content Alignment
Refresh keyword blocklists and collaborate with verification partners to make sure your ads steer clear of inflammatory or polarizing content.
4. Tighten Creative Turnaround Times
Messaging may need to shift quickly. Brands with nimble creative teams — or partners who can deliver on short notice — will be best positioned to adapt.
5. Monitor Policy and Be Ready to Pivot
Assign someone on your team to track policy shifts that impact media. Better yet, partner with an agency that does it for you (👋 that’s us).
This isn’t about fear — it’s about foresight. The 2025 media landscape requires quicker reflexes, smarter allocation, and partners who anticipate what’s next. That’s exactly where we come in.
At DASH TWO, we help brands cut through the noise. From shaping election-year ad strategies to building multi-channel plans under policy pressure, we’re built for moments like this.
Ready to make sense of it all? Let’s talk today.