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As we turn the corner into 2025, media companies are doing what many of us do this time of year: taking inventory, reorganizing, and clearing the clutter. But this isn’t about your closet. It’s about your media strategy — and whether it’s built to sustain, scale, and serve.

Despite the promises of democratization and reach, Big Tech’s platforms are increasingly hostile to independent media and publishers. From the rise of generative AI to the skyrocketing costs of traffic acquisition, the ground beneath digital media is shifting — fast.