Q1 sent a clear message: sharper focus, better alignment, and smarter growth are winning. The trends below aren’t exhaustive, but they reflect some of the areas where Chelsea Strategies helps clients navigate change and build stronger, smarter partnerships.
Outcome-based thinking continued to gain ground. Performance CTV is maturing and helping thousands of advertisers tie this premium format to real results. At the same time, economic uncertainty is putting pressure on vanity metrics, creating space for attention metrics to shine. Sustainability is also being reframed, shifting from a carbon reduction narrative to one centered on media quality. And I predict DEI budgets will be rebranded as Strategic Growth Audiences (new TLA alert?), better reflecting the marketing value these efforts represent. (Shoutout to MNTN , Vibe.co )
"We didn't know who they were a year ago, but now they're a top partner."
I heard this line often in Q1 and it was always about a mid-size, fast-growing DSP, SSP or agency carving out a niche with the right product, service, or client segment.
With over 60% of employers now requiring at least three days in-office (Axios), smaller players are using flexibility as a competitive edge, increasingly attracting top talent from Fortune 500 firms. And increasingly, they’re winning thanks to how they’re positioned and who they hire.
If SPO is like sourcing farm-to-table ingredients, curation is the premium, ready-made meal. It’s a critical enabler for commerce media, signal loss, and even SPO. With 34% YoY growth (Adomik), curation is clearly empowering the ecosystem in new ways. Expect to hear more from me on this in the months ahead.
The SSPs and commerce media networks pulling ahead are getting partnerships right, and using data to do it. The savviest teams are leveraging insights to identify and accelerate high value partnerships. It's something we've been helping clients navigate with Market Intelligence, and it's unlocking interesting new paths to growth.
The landscape’s shifting fast, but that’s half the thrill. If these trends are hitting close to home, let's connect and trade notes on what you're seeing.