Good news for the advertising industry: in 2025, it will experience a 3.6% increase, resulting in a total of nearly 12 billion euros (11.97 billion). Tourism, pharmaceuticals, and digitally native companies, which are currently at the forefront of the transformation associated with the implementation of artificial intelligence, will be the primary drivers of growth. Artificial intelligence, retail media, and the creator economy will be key growth drivers. The 12 billion euros comprise advertising investments by major and medium-sized corporations, as well as small and micro-enterprises, which account for more than 95% of the Italian productive fabric. It is the so-called small business that accounts for 25% of the total (approximately 3 billion euros) and is Gamt's (Google, Amazon, Meta, and TikTok) strongest point, accounting for 59% of the collection. By eliminating this segment, the advertising market is reduced to 8.9 billion euros and continues to expand by 1.4%. But who gains from these investments? Digital leads with €6.2 billion and a growth rate of +5.2% in 2025. Alongside it is TV (both linear and advanced), growing 2.1% to €4.23 billion. Together, they now account for 87% of total ad spend in Italy. Out of home is up by 3.1%, radio is up by 2.9%, newspapers and magazines are down by 2.7% and 5.1%, and cinema is up by 10%.