Donald Trump just finished his first 100 days in office for the second time. From instituting — and then calling off and then instituting again — steep tariffs to tightening trade policies to renewing scrutiny of tech platforms, Trump 2.0 is already causing tremors in the digital media landscape. We knew this presidency would reshape how and where brands appear online, and it’s started happening.
Indeed, we’re already seeing early signs of change in client strategies, and we can help you stay ahead of what’s, well, ahead. Whether you’re managing paid social, programmatic display or retail media, you need to understand how Trump’s presidency could reshape the landscape. Here are our predictions for what will happen to digital advertising over the next four years.
How Digital Advertising Will Be Affected by Key Policy Points
The Trump administration has wasted no time reviving hallmark policies from his previous term that emphasize economic growth over user experience and security. As every president does, he installed new leaders at the Federal Communications Commission (Brendan Carr) and Federal Trade Commission (Andrew Ferguson), who have signaled a notable reduction in consumer protection enforcement and a disdain for antitrust policies. We predict three of these policy changes will directly impact digital marketers in the near term.
1. TikTok Ban Momentum Resumes
Trump’s renewed focus on national security and China has put TikTok back in the crosshairs. Once again, a federal ban is under discussion four months after the popular social media site got a reprieve when Trump took office. In April, Trump extended the sell-by date by another 75 days, but advertisers hate uncertainty. They are already pulling back on their spending.
Bottom line: If your brand leans on TikTok, which had been hot, it’s time to diversify your social media spending now — YouTube Shorts, Reels, and emerging platforms like BeReal or Lemon8 are worth testing.
2. Tariffs Driving Up Cost of Goods — and Ad Budgets
New tariffs on Chinese imports and threats of tariffs on Mexico have already begun raising costs of consumer goods. Retailers are understandably panicky and eager to show consumers why prices are going up, up, up. For example, Amazon is reportedly instituting a new listing at checkout of how much items’ prices are impacted by tariffs, a move the White House labeled “hostile” even though it’s protecting the brand.
Bottom line: For brands, this means tighter margins — and reduced flexibility in media budgets. Expect a pivot toward performance channels with stronger short-term ROI, like Meta and TikTok.
3. Big Tech Regulation and Section 230 Back in the Spotlight
The Communications Decency Act of 1996 was basically an effort to regulate porn on the internet (if we only knew then what we know now, eh?). But the act also had the dual purpose of protecting Americans’ online freedom of expression, with Section 230 offering online platforms immunity from civil liability. As you might imagine, this doesn’t sit well with the Trump administration.
With officials indicating interest in revisiting Section 230 and pursuing new regulations on social platforms, we expect disruptions in how Meta, Google and Amazon manage content.
Bottom line: This could impact ad inventory. A policy change may affect what’s allowed, what’s prioritized, and how brand messages are distributed.
Every shift in federal policy creates ripple effects across platforms, which also means the digital media landscape is in for some ups and downs. Here’s how we see things playing out so far.
✅ Gaining Ground
- Meta and Instagram: Mark Zuckerberg’s Meta and Instagram are benefiting from a surge in political ad spend, especially with Trump-friendly policies toward Big Tech (for now). CPMs are rising, but reach is strong.
- Retail media (Amazon, Walmart Connect): Brands are leaning into “safe” platforms with closed ecosystems and clear attribution. Fewer trolls + fewer chances for misinformation = better reflection on brands.
- Connected TV (CTV): With political campaigns pouring money into TV and CTV for the spring primaries and special elections, inventory is tightening, but demand is creating new opportunities for brands that act fast.
⚠️ Losing Momentum
- TikTok: Even if the platform is not officially banned, it’s facing budget freezes from advertisers wary of the regulatory limbo. The uncertainty is eroding trust.
X (Twitter): While the return of Trump (and his followers) to the platform has driven traffic, most mainstream brands remain cautious about brand safety and are wary of owner Elon Musk’s plummeting popularity.
Now you know what we’re predicting. How should you react to these developments to make the best decisions possible with your money? If you manage digital media, these are the proactive steps we recommend in the current landscape.
1. Expand Your Platform Mix
Shift investment away from politically unstable or high-risk platforms like X. Embrace emerging social players, test CTV formats, and re-evaluate the role of programmatic in your mix.
2. Scenario-Plan for Media Volatility
Model your budget around several scenarios: political ad inventory surges, platform regulation or trade war-induced budget cuts. Flexibility is key.
3. Re-Audit Brand Safety & Content Adjacency
Update your keyword blocklists and partner with verification vendors to ensure your ads don’t appear next to inflammatory or politicized content.
4. Reassess Your Creative Turnaround Time
Messaging may need to shift fast. Brands with agile creative teams or creative partners on standby will win in this unpredictable landscape.
5. Stay Informed and Ready to Pivot
Assign someone to track media-impacting policy developments. Better yet, partner with a media agency that does this for you (hi 👋, that’s us).
This isn’t about fear — it’s about foresight. The 2025 media landscape demands faster reflexes, smarter spend and partners who can anticipate what’s coming. That’s where we come in.
At DASH TWO, we help brands find clarity in the chaos. From developing election-year ad strategies to instituting multi-channel media planning under policy pressure, we’re built for this.
Need help making sense of it all? Let’s talk today.