The Click Brief- December 2025

Jeremy Packee and Emily Anderson close out 2025 with a special year-in-review episode, breaking down the biggest paid media and AI shifts from the past year and sharing predictions for 2026. They discuss the rise of AI and automation as default platform behavior, the evolution of generative creative, ads appearing inside AI-driven search, improved measurement beyond last-click attribution, and the mainstream adoption of AI assistants. The episode wraps with forward-looking predictions on conversational commerce, short-form video dominance, CTV growth, and what’s coming next as AI continues to reshape digital advertising. Follow The Click Brief for fast, no-fluff performance marketing updates every month.

Top Takeaways

AI and automation became the default

2025 Paid Media & AI Trends

AI and automation became the default

• AI-driven campaign types and optimizations are now standard across platforms.
• Advertisers increasingly need to opt out, rather than opt in, to automation.
• The strongest teams are using AI as a productivity multiplier, not a replacement

Generative creative moved into ad platforms

• Platforms now auto-generate images, videos, backgrounds, and formats.
• Creative diversity and speed matter more than perfect one-off assets.
• Quality has improved significantly, but human oversight is still critical.

Ads entered AI-driven search experiences

• Google began surfacing ads inside AI-powered search results and AI Mode.
• Adoption is still early, but signals a major shift in how search ads appear.
• Advertisers should prepare for new placements and evolving click behavior.

Measurement evolved beyond last click

• Incrementality became a major focus in 2025.
• Meta introduced incremental conversion reporting and attribution views.
• Platforms are acknowledging that not all conversions are truly incremental.

AI assistants became mainstream

• AI tools are now widely accepted in meetings, workflows, and platforms.
• Note-taking, reporting, and analysis have become faster and more efficient.
• Ad platforms are embedding AI assistants to guide optimization and insights.

Visit The Click Brief blog for more in-depth analysis and updates from December

Episode Transcript

Jeremy: Hello and welcome to the Click Brief Podcast.

Emily: Your monthly download of what’s new and what matters in digital advertising and paid media.

Jeremy: I’m Jeremy Packee here with Emily Anderson, and today is a special episode. We’re breaking down the biggest paid media and AI trends of 2025, and we’re going to give our predictions on where we think it’s going to go in 2026.

Emily: If 2024 was the year that AI is coming, well, 2025 was definitely the year that it arrived.

Jeremy: All right. So now typically is where we start out with the high impact updates. And overall December was like a pretty quiet month with the holidays. So I feel like there’s just less updates in general at the end of the year. But one that caught my eye was the Google remarketing list size dropping to 100 users. I do think that’s like kind of a big deal for smaller advertisers or smaller lists, but that was really the only one from December that I even wanted to call out for sure. Uh, moving on. We’re going to start off with the biggest paid media and AI shifts in 2025. So we’re going to basically go through some of these updates, and then we’ll just have, uh, some discussion on, you know, kind of what you think.

Emily: Yeah, a little look back.

Jeremy: To.

Emily: The year and what happened. And it was such a crazy year.

Jeremy: It was a wild year.

Emily: AI like when I was reading through what you wanted to talk about today, I couldn’t even. I’m like, wow, that was this. That was this past year.

Jeremy: Yeah. There was like a bazillion updates, uh, so far.

Emily: Um, yeah. So shout out to Jeremy for going through all of his past click briefs and pulling out like which ones that he felt, you know, made the biggest impact. So we can talk about them today.

Jeremy: Cool. And the we’ll start off is automation. And AI just became a legitimate and default option in all these ad platforms. That was like the number one thing that I had for the year. Like, obviously we could talk about TikTok was maybe going to be banned. And then it wasn’t that got like kind of boring, like TikTok’s here now. Um, phew. Yeah. And now it’s just like, how do we kind of, like, control and use all of these, like AI, you know, driven optimizations and updates?

Emily: Totally. I feel like AI almost became more culturally accepted to in the workplace, like it went from, oh yeah, I used that. I used AI to do that, and I.

Jeremy: Kind of.

Emily: Looked down on it to, yeah, I saved time and was efficient and used AI on that. And I feel like especially a lot of, um, you know, business leaders that I interact with, whether it’s clients or just people in the industry, they’re looking for ways like they’re so hungry for ways to know how to be more and more efficient. I feel like that was a big turning point this year.

Jeremy: I do feel like there was a shift to between, like, let’s say you’re really good at doing creative or really, really good at media buying, where before you would always kind of want to do it yourself. I feel like the good people in the industry are now kind of using it as like a superpower, and it’s making people even more effective. So it’s not like the the job replacer, you know, at least yet. But it’s definitely made me, you know, quicker and more efficient in general at like doing basic things. So, you know, I’m, I’m a fan of it. Uh, and honestly, I kind of you kind of have to be you’re going to be left behind at this point, in my opinion, for sure.

Emily: And we’re seeing that across all of these ad platforms as well, like heavily pushing, uh, this is Advantage Plus Pi Max plus. This is the best. This is, you know, AI algorithm backed science.

Jeremy: And the campaigns when you start.

Emily: And that’s how they’re marketing it. And, you know, we’ve gone back and forth like I think on this show, we’re pretty transparent over the tools we think are really effective and worth it. And the tools that we kind of think are BS. Uh, and it’s still a mixed bag, but there are, you know, some campaign settings, toggles, types that have evolved this year or are better.

Jeremy: Just like small things to like. They can be annoying if you don’t want them on because every ad platform is now like, okay, you make a new campaign, everything’s on. Yeah, you have to turn it off. It’s not like as much opt in as it was before. It’s like you have to figure out how to opt out, opt out, which in a lot of cases, it’s still good to opt out of these things. But, you know, some of the updates even on meta, like, I don’t know, like fit this product, add to the placement and there’s like or like turn this product out into a video. Like these are useful optimizations that result in like less creative fatigue. So you know overall I’m pro some of these updates, but we just still need all the tools to be able to turn them off.

Emily: Yeah, I think that’s a really good segue into your next point that you had here, which was, uh, generative creative moved into the ad platforms. So just like you mentioned, seeing it more and more, having to opt out rather opt in. I know we you’ve shared some examples a couple of months ago. As far as you know, the auto creative you saw Google make with one of your clients and you were blown away by, I believe, the pants example.

Jeremy: Well, there was the one on meta where it legit put a gun in my ad. That was pretty wild.

Emily: What?

Jeremy: Yeah, for like, we we have a client where we sell, like, military uniforms. And you cannot promote, like, weapons like that on meta.

Emily: Familiar.

Jeremy: Literally made an ad with a weapon in it. Um, so that was crazy. Yeah. So I wonder what would have happened if, like, if I didn’t catch it and it launched, like, would that be my fault? That I guess, yeah.

Emily: Because are they like, that’s like that’s an interesting question to like if meta creates the creative, is it going to disapprove its own right?

Jeremy: I don’t.

Emily: Know. All right.

Jeremy: Well that was like an extreme example, an extreme.

Emily: Example, super extreme example.

Jeremy: Because I’ve seen good ones recently too. So like it. I feel like it was a very laughable even in the beginning of the year and towards the end of the year, I’ve seen ones where like it makes an iteration on like somebody in a suit. And it just like, I don’t know, changes the background or, like, turns their head. Um, and these are like, pretty good examples. But to be clear, I’m not using these. Yeah, I’ve just seen them get get much better. But I do think overall like AI in the creative process. Um, you know, I put in our notes like speed and scale. I think that is like more the norm than like we’re going to spend, you know, a few weeks kind of concepting on this one ad and we’re going to get this one variation. It really is just like we need different types of ads, creative diversity. And we need videos. We need images, we need carousels. We need product ads.

Jeremy: And we kind of, you know, we got to let meta cook a little bit.

Emily: Yeah, I totally agree.

Jeremy: And TikTok’s going that direction. You know, uh, Google with Pmax has gone that direction. Um, but yeah, I just generative uh, creative is is here. I will say, uh, it will be interesting to see like, I actually don’t know if you have to like, label AI creative.

Emily: You do on TikTok.

Jeremy: Okay, because I know I see it sometimes in like, you know, CTV. Commercials and like things like that. It’ll be interesting to see, like how the general public responds to this because there’s, you know, as much as we’re like, AI is like nice and stuff, there’s there’s definitely a lot of people out there that, uh, are very turned off by the idea of anything AI made. And I totally understand that, um.

Emily: I’ve seen some bad ads lately.

Jeremy: Even if it’s a good ad, though. If it’s like AI, it’s like, no, like I’ve seen people like.

Emily: Well, yeah. And it’s been a bad ad because I can tell it’s like an AI model almost. And it was on meta and they did not label it. And even on TikTok, like, I don’t even know, I’d honestly have to look through like the ad platform again to see if there’s a box that you can check to, like, say, this is AI made because I’ve just seen it on organic videos. Like I’ll see something crazy, like a baby saying something like totally wild and you’re like, okay, wait, this is definitely fake. And then at the bottom left you’ll see like AI generated. But I don’t know if that’s just like if it’s made through TikTok specific tool. They’re identifying it, but if you’re uploading it another way, then you can get around identifying it. Yeah, I’m not sure.

Jeremy: I just wonder if, like, brands are gonna want to do.

Emily: Eventually there’s gonna have to be some transparency on it. Right. But I think people are gonna get burnt out.

Jeremy: But I think some of the creatives are so good that, like you, you literally can sometimes video still usually. But like, I was just while we were talking, I just googled because I wanted to remember. One of the extreme examples was the Coca-Cola, uh, the AI ad that said.

Emily: It roasted, didn’t.

Jeremy: They? It said it took 30 days of work. This is AI overview. So I didn’t like go into this too in depth. But it said it’s.

Emily: AI overviews is commenting on an AI ad. Get me out of here like 30 days of.

Jeremy: 30 days of work from a team of specialists to create. And they refined over 70,000 AI generated video clips. And honestly, I love Coca-Cola. We drink Diet Coke. Oh yeah, but like the ad, I just I don’t know, I don’t. Props to whoever worked on it. I’m sure it was super hard, but it just wasn’t that great. Like I just didn’t love it.

Emily: Hey, you know, that came from the top down. Someone like, we need to try AI.

Jeremy: And maybe it got buzzed.

Emily: And maybe and it was probably just maybe a little too early, but, hey, uh, no, press is bad press. Yeah. Coca-Cola. So.

Jeremy: All right, the next update is and we kind of like, uh, have hinted at it, but ads started showing up inside AI driven search experiences. So think your AI mode. Um, uh, I guess we’re not seeing it obviously in ChatGPT yet, but Google’s the big one here. Like, it was like it seemed like it was coming forever. And then even now, it’s like here, but like, still kind of. I don’t really see them that often.

Emily: Yeah. You don’t see them very often. There’s no place to, like, truly designate the ad to show there. Yeah. Um, but it is definitely in a beta somewhere and it’s.

Jeremy: Coming and Google’s been pushing, you know, get ready for this. Get ready for this. I think, you know, I don’t want to get into predictions too much, but like it’s arrived but it’s not like mainstream yet. Like I don’t think anybody’s going really in AI mode that much to be like, I’m going to click on an ad for like a shoe or something. I’m just not seeing that that much. I know technically it’s it’s out there, but I’m not seeing it that much. But maybe I’m not in AI mode enough. Um, in Google you want to hit up number four there?

Emily: Yeah. So measurement involved to capture impact beyond last click. So big hot word of the year especially around the granular office has been incrementality. And how we’re basically measuring conversions. We would have got only through running paid ads and would not have got otherwise essentially. Uh, and not only has granular, you know, fully adopted into this mindset, but we’re starting to see platforms do it as well. I think the first big player to come forward with this was meta back. I think it was this summer. I want to say that they released a new, uh, incremental conversions view. It’s obviously all still modeled.

Jeremy: Incremental attribution as an actual. Well, they did, but you can add it as a column too, so you can always see it, but that was to me that was huge.

Emily: Huge, huge. The fact that they were acknowledging that not all their conversions are incremental, but here are the ones that are, um, pretty interesting. And for meta to be like the forefront leader in that, I think that gives them like additional credibility. Right. So yeah, so we saw it with them. We’re seeing it with Google. Other platforms are rolling out. But it’s been really interesting.

Jeremy: And one more thing with meta that I really haven’t seen anywhere else is yeah, you can use the incremental, the incremental attribution, which honestly is pretty cool. It works for some brands, but the fact that, and I know we just talked about this, the fact that you can add that as a column and you can just see it for like any campaign, like they’re like the only ones where you could do that. Like you could look and see like transparent. You could look and see like a thousand conversions and see that like maybe only 100 of them, meta thought were incremental. Um, you know, how actionable is that data? You know, that’s debatable. You can go in and pick the ads that are the most incremental and, you know, kind of go about it that way. Um, but that’s really neat. And another thing that I didn’t mention here was just that meta Andromeda update. So just like basically how meta like places ads.

Emily: Oh, huge. Huge.

Jeremy: Well, technically I think that was late 2024, but it’s really getting hot to talk about right now. But I will say that in general, I think that’s more like incremental as well, because we went from like kind of finding the best ad and being like, let’s put more budget behind this ad to now knowing how this algorithm works, like I’m looking at spend, I’m looking at, uh, CPMs. You know, I’m looking at CPA and Roas still. Um, but knowing that meta isn’t just going to push the budget to like the, the, the ad that happened to get the last click that converted. So, you know, we’re looking in these ad platforms and we might see that something might have a lot of spend with a lower amount of conversions. Um, you know, typically you might want to pause something like that. But if you believe in, uh, you know, how meta works. You’re actually still considering leaving that because, you know that it’s important to that whole kind of conversion path.

Jeremy: Yeah. So that’s a big rant by me. But it’s just like, that’s different than how I used to think.

Emily: Necessarily, because yeah, that is has been an extremely hot topic in 2025, especially here just to pass in Q4. And then now kind of going into 2026, people are still talking about it.

Jeremy: Uh, the last one I have here is, uh, AI assistants just became more mainstream. So, you know, what did everybody used to say? Google that, Google that. Now I’m, I’m hearing like ChatGPT that.

Emily: Yeah. I mean obviously like that noun.

Jeremy: Yeah. And obviously like Gemini like came out with their latest like, uh, model and it’s given, uh, ChatGPT a run for its money, but it just seems like everybody knows what it is now.

Emily: Yeah. Again, I just think it’s more accepted. Like even in meetings, like, for example, I remember it would be crazy if someone had a note taker in a meeting, like a year ago. Like you’d be like, I really don’t want to be recorded right now. Like, I assume I’m being recorded at all times throughout my entire day. Um, and that’s just like the way we’re moving forward and just people are becoming more comfortable and used to it, and it.

Jeremy: Changes the meetings a little bit.

Emily: It changes the meetings, but.

Jeremy: Less like small talk, small.

Emily: Talk, the better to like, I’m kind of here for it. Yeah, it really helps me with my reporting because I have a terrible memory like so when I’m doing my reporting, it’s so nice to go back to my meeting notes that are like so complete. And the meeting I can just focus on answering the questions versus writing things down to change my life. Um, we talked about this a little bit before, but also seeing more AI assistance in all of these platforms or even like third party tools we use.

Jeremy: And even the ads now, like meta, is introducing that into their ads and using that data for targeting, which is pretty wild.

Emily: Yeah, I don’t we I don’t use personally use AI assistants in ad platforms too much. But hey, if I’m looking at campaign and I don’t know really where to start, I just kind of want to see what it’s going to say. Yeah, I’ll use it and then go from there. But it does get you like, you know, you’re starting at, you know, the ten yard line instead of, you know, Zero.

Jeremy: Cool. So next let’s talk about predictions. What do we think is going to happen in 2026.

Emily: Crystal get our crystal ball.

Jeremy: This is literally what we just talked about. But number one is uh you know ChatGPT Google Gemini. They get even more mainstream and ads are a big part of that process. So I’m just again, not seeing the ads in there as much, but I think it’s going to be very normal to go into these ad platforms and you’re going to see ads that are super relevant, super personalized, and the ad copy is going to be personalized. Maybe, maybe even the product titles might be like shoes that are great for your Florida vacation with your grandma. You know what I mean? Like, I think everything is going to go that direction. And these chatbots just like know who you are, you know, they.

Emily: Through your past searches.

Jeremy: Yeah.

Emily: So yeah, it’s crazy.

Jeremy: It’s even more data than they had before in a time when it felt like we were losing personalization right before this came out.

Emily: Yeah, we were going to lose personalization. And now I feel like it’s going to be more personalized, like content and content than ever.

Jeremy: I think for the end user, it’s going to be a relief to not have to go through a lot of like gamified and bogus, you know, organic results and just find something that’s like, actually what you want.

Emily: Yeah, I just think everybody in school right now, it’s crazy. I just remember, like going to the library and getting books and going through all these books from like 1980 to like, figure out facts about raccoons for my school project. Like, I have this.

Jeremy: I did the same, but nothing sounds more old school than saying I remember going to the library and getting.

Emily: For real, and it’s like the books were like so old falling apart. Who knows if this fact about raccoon is even still accurate now it’s like just so much more at your fingertips.

Jeremy: And I guess that’s a good point, though. Like, you know, we don’t know exactly how how all of these LMS work. We you should never assume, unfortunately, that it is very accurate.

Emily: That’s true too, that.

Jeremy: If you really want to know like start, you know, with those LMS and start with the assistance. And then you have to verify.

Emily: You have to verify.

Jeremy: If it’s very important.

Emily: Source usually to.

Jeremy: Show your sources.

Emily: Yeah. Show your sources. And that’s a good way to kind of dive in and get more context. Same with like AI overviews. You have to there’s too many examples out there of it being wrong.

Jeremy: You want to hit up the next prediction.

Emily: Yeah. Prediction number two. Uh, this really just kind of goes into what we just said, but, uh, you know, open AI ChatGPT ads coming. Get ready. I think they’re going to be released in Q1 here still, but maybe Q2, I don’t know.

Jeremy: It seemed like they were about to arrive, and then Gemini came out and they kind of I believe Sam Altman made a comment that he was like, pausing that initiative a little bit, but there’s no way they pause it forever. It seems like too good of a place to to run ads. I was excited about running ads there, especially if I believe in the fact that they are going to be very relevant to the user. Um, so I’m, I think I’m a fan of ads in AI chatbots, if they’re relevant and not annoying, but, you know, it can always go the opposite direction. We’ve seen instances where, you know, there are a whole page of just ads. Yeah, I hope chatbots don’t turn into that. It definitely could. Yeah.

Emily: Because it’s like if, let’s say ChatGPT releases ads and it’s like over done annoying. And it’s like, okay, well now you.

Jeremy: Don’t want any full screen takeover.

Emily: Ads or something I’m gonna use, you know, something like a different LLM.

Jeremy: Yep.

Emily: So they got they got to tread carefully, but yeah they’re coming.

Jeremy: Prediction three more automation, more personalization and more conversational commerce. So kind of what we were talking about like it just seems like I know we talked a lot about like ChatGPT but and and Gemini but on meta, on TikTok, on Snapchat I think everybody’s going to kind of kind of follow suit for that. And hopefully the ads just become more relevant. That would obviously be the main goal. But the there’s a part of me that thinks it could be annoying too, if if it gets inundated with ads.

Emily: The part here that I’ll call out is the conversational commerce. I think that’s going to be huge. Yeah. Where you’re going to go to a brand and be like, I think you’ve given this example before, but instead of looking for, you know, summer blue shirt, you’re looking for, hey, I’m going on a boat this weekend for eight hours. I need a shirt that is breezy and dries fast.

Jeremy: Exactly.

Emily: Uh, and that is going to be huge. I think Meta’s already doing that. Where they’ll chat with your customers.

Jeremy: That’s a.

Emily: New. Which is, like, kind of scary feature. Yeah. Which is like crazy, especially like considering I’ve seen them just like make up promotions. So like that’s because it scrapes everything.

Jeremy: So it’ll it’ll scrape like influencers and affiliates and stuff.

Emily: Oh, I’m having a sale today, right? I guess I am like, but everything.

Jeremy: You have to be cautious with all this stuff. It’s. I was just having a conversation with a client today about music in ads, and, you know, uh, you can’t. I believe you cannot run, like, image carousel ads on TikTok without music. And basically, if you just turn on their automated music option, you just don’t know what it’s going to run. And it literally could be like a happy birthday ad with like I don’t, I don’t know, like a college or something, you know, like you just don’t you just, you don’t know exactly what it’s going to do.

Emily: Sure.

Jeremy: Any other predictions? Emily, I know you had a few.

Emily: Um, I think short term videos continue to be king. I think especially as everyone’s attention span becomes more and more goldfish. Give me the information as fast as possible.

Jeremy: And just for running on all the platforms.

Emily: Running on all the platforms. Yeah, that vertical short form video. Uh, if you don’t have it yet, I definitely would prioritize that into your content creation for 2026.

Jeremy: That’s a great point. We were creating some ads recently for a client. And, you know, I looked at just the breakdown, which I don’t even do as much anymore, like in meta, just like where the ads were placed, if it was mobile or desktop and it’s, it’s it’s honestly almost laughable to think that maybe for certain clients it’s different. But like to think that I’m going to like consider the desktop experience. Yeah. Like that was the first time I really thought about that. I was like, wow, why? Like I’m not kidding. Like $10,000 of $1 million was on desktop and there was no there was nothing. Trying to not have it on desktop. But I’m like, why am I even considering this as an option anymore? Like if if it’s that much more lift, like.

Emily: Yeah, it’s like when it was like the huge mindset change of when you’re making a website mobile first. I remember that like I lived through that transition of marketing when it was like, oh, we should definitely build our site in Mobile View first and then go to desktop. Now it’s like when you’re building ads that vertical.

Jeremy: 100%.

Emily: It’s like video needs to be the first made and then you can adapt to you know, I know it’s harder to go like from small to large, but like you have to think in that mindset because that’s just where the future’s going.

Jeremy: The easiest way for me is like, just make me a nine by 16 that can like, work as a four by five in a square and call it a day like that 16 by nine format. Obviously it’s like the native YouTube format. So like YouTube’s a little bit different.

Emily: Because.

Jeremy: A lot of people, people.

Emily: Do watch that.

Jeremy: On the TV. So but even then it’s not like, you know, Square still works. It’s just hard to make.

Emily: Vertical still.

Jeremy: Works.

Emily: If I see a vertical YouTube ad come up, like with the black bars on the side, I don’t think much of it.

Jeremy: I don’t.

Emily: Either. Okay.

Jeremy: And Google does a pretty good job at like trying to not make.

Emily: It.

Jeremy: Feel awkward.

Emily: Yeah. Uh, CTV growth I think top of funnel advertising is going to continue, you know, to hit big. I think we’re seeing that more and more. I mean, especially through, uh, big brands that are pushing more like top of funnel advertising.

Jeremy: And just.

Emily: Their platforms.

Jeremy: Uh, the resurgence of brand versus performance in general. I know that’s like a common thing I see, uh, talked about, but like, brand is important and brand drives performance. Um, so that top of funnel experience is, like, very important, much harder to measure. But when you don’t have it, it’s hard to scale and performance sometimes and often suffers.

Emily: Yep. I mean, it’s why people are shelling out eight $9 million for a Super Bowl ad, right? But it’s crazy, you know? And then you have clients that won’t spend $10 a day to, like, advertise. It’s like it’s, you know, it’s tough. It’s all relative. But YouTube.

Jeremy: Is criminally undervalued as a.

Emily: Platform. Just. And you can the gateway to entry. The barrier to entry is so low.

Jeremy: It’s like.

Emily: Nothing YouTube.

Jeremy: It’s like a dollar a day.

Emily: Yes, I would if I was any local brand especially, I would be running YouTube ads in the area. Uh, then my other fun prediction is this is my pup.

Jeremy: She just looked directly at me when she said this.

Emily: Culture.

Jeremy: Pop culture.

Emily: Kylie Jenner and Timothy Chalet, I think.

Jeremy: chalet?

Emily: What is it? Shalom, Chalamet. Oh my.

Jeremy: Gosh.

Emily: Don’t tell him if he said.

Jeremy: It, like, ten times.

Emily: So embarrassing. I had it right before, and then I cracked under pressure.

Jeremy: Did you see, uh, Marty Supreme?

Emily: No, but I want to. I thought the advertising for it was so good. They had, like, athletes dressing up as him.

Jeremy: Yeah. So funny. Timothee Chalamet is the best right now.

Emily: I mean that there you go right there. Top of funnel advertising getting like NBA athletes to dress as Marty Supreme like you can’t do attribution for that.

Jeremy: He does stuff.

Emily: I don’t think it’s awesome.

Jeremy: He does stuff with like, drewski and like, he’s he’s kind of he did a lot for the Marty Supreme advertising. I should like we should like look into like exactly what was done. I don’t know if the movie financially was like a huge success, but it was like a great movie.

Emily: Okay. There’s so many movies out right now. I want to see.

Jeremy: There are good movies out.

Emily: Yeah, it’s on my list, I gotta do. Song Sung Blue first for the Milwaukee.

Jeremy: My other. What was that?

Emily: Well, it’s about, you know, they came to Milwaukee like Hugh Jackman.

Jeremy: Okay. Oh, yeah.

Emily: To promote the movie. So again, more like, kind of like top of funnel average. This is all relative.

Jeremy: My, my other biggest winner was the TV show Pluribus. Wow. That hooked me.

Emily: I haven’t seen that.

Jeremy: Oh, so so good.

Emily: What’s it on?

Jeremy: Uh, Apple. Check it out.

Emily: That’s good. See what a bonus? Yeah.

Jeremy: There’s so many good shows for the year. We probably should go to. The severance was good. Like. Yeah, there were a lot of good shows.

Emily: I really got into shrinking during my maternity leave in the earlier the year. Well, season three is coming out on Apple TV this month.

Jeremy: I can visualize what like the.

Emily: It looks like it’s one of the best shows I’ve seen. Uh, and then It’s All her fault, which was on Peacock, was incredibly good. Uh, as a parent, it really freaked me out.

Jeremy: Yeah, I’ve heard about that, but I don’t think I can watch it.

Emily: I think you can do it. Uh, I did, I did, but I did have nightmares, so.

Jeremy: Oh, man. All right. Well, cool. I think that kind of wraps up 2025. Yeah. And I’m excited for 2026. We’ll see where it goes. Um, AI is here to stay. We gotta keep it in check. But there’s some cool tools, uh, out there, so.

Emily: That’ll be fun. Cool.

Jeremy: And that’s a quick, brief podcast for December 2025. This episode was edited by Aja Blue and produced by Emily Anderson and me, Jeremy Packee. Emily, any parting words?

Emily: Can’t wait for 2026. Let’s do it!

Jeremy: I think I gave some too before this. I forgot about the outro, but yeah. All right. Cool.

Emily: All right.