Lights, Camera, Activate: Media Services Market Outlook and Provider Landscape 2025

The media services landscape has become the essential backbone of modern advertising, evolving from traditional mass communication to a data-driven, hyper-personalized discipline. Advances in AI, programmatic ecosystems, commerce media, and cross-channel measurement have enabled advertisers to target audiences with unprecedented granularity, turning media services into an adaptive, intelligence-led function.

Enterprises now rely on agencies and media service providers to navigate this complexity, leveraging their expertise, technology infrastructure, and global talent networks to drive scalable performance and efficiency. This report examines 22 leading media service providers, analyzing their capabilities, strategic partnerships, and investments, supported by case studies that highlight practical outcomes and innovation in execution. It also presents Everest Group’s perspective across key dimensions such as positioning, capability strengths, technology maturity, measurement approach, market focus, and enterprise fit.