AdTech Predictions and Data Trends in 2025

As we approach 2025, the AdTech landscape is poised for significant transformation, driven by technological advancements, changing consumer behaviors, and evolving privacy regulations. 

This article explores key predictions for the AdTech and data space, highlighting the trends that will shape the industry’s future.

AdTech Landscape Transformation in 2025

• The programmatic advertising sector is poised for a major shift in 2025, with industry consolidation emerging as a key trend. Driven by economic factors and a push for greater efficiency, this consolidation is expected to streamline operations for all players in the ecosystem. 
• The programmatic advertising sector is set for significant changes in 2025, with industry consolidation as a key trend. While programmatic advertising has reached $1 trillion in 2024, the global advertising market is expected to hit ad revenues to exceed  and continue growth into 2025.
• However, it may also narrow their choices and potentially increase costs. To thrive in this changing landscape, publishers and advertisers should focus on forging strategic alliances with partners offering cutting-edge data solutions, reliable datasets and stable platforms. 
• Additionally, it’s crucial to diversify revenue streams to counteract the risks associated with a more concentrated market of AdTech providers. 

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Data Curation: Powering Privacy-Compliant Advertising in 2025                     

• The growing surge in data curation’s popularity in 2025 is driven by the urgent need for privacy-compliant data strategies and increasing data regulations. 

• Modern data curation creates high-quality, tailored inventory pools aligned with advertisers’ specific needs, addressing critical challenges like the demand for better performance metrics and brand safety requirements. 
• Curated marketplaces use advanced data sets in cooperation with data providers to offer suitable audience data to deliver more relevant and accountable advertising campaigns with better results. 
• This approach emphasizes transparency and quality, guiding ad spending back to reputable publishers while providing brands with improved control and outcomes in their digital advertising efforts.

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AI-Powered Solutions in Programmatic Advertising

• 60% of marketers say AI and machine learning will have the biggest impact on marketing strategies in the next 5 years. Companies are increasingly adopting AI-powered automations in the AdTech systems to enhance efficiency. This shift focuses on optimizing manual processes for media planners, agencies, and advertisers.
• AI technologies expedite campaign setup, improve audience segmentation, and automate real-time bidding decisions. By reducing human error and speeding up workflows, AI allows media professionals to concentrate on strategic tasks.
• This advancement enables agencies and planners to set up campaigns faster, choose audience segments more precisely, and make data-driven decisions at scale, ultimately improving campaign performance and ROI for clients.

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CTV Advertising: Projected Growth and Market Dominance in 2025

• CTV Advertising is poised for significant growth in 2025, driven by the increasing shift towards streaming platforms. Industry projections indicate that CTV ad spending is expected to reach $34.49 billion in 2025, representing a 23.2% year-over-year increase from 2024. 
• This growth is fueled by the rising number of cord-cutters and the expansion of ad-supported streaming services, with an estimated 82% of U.S. households expected to be CTV-accessible by 2025. 
• Advertisers are increasingly allocating budgets to CTV, attracted by its precise targeting capabilities and measurable ROI, positioning it as a pivotal component of the digital advertising landscape.

The Exponential Growth and Evolution of Retail Media in 2025

• By 2025, retail media expenditure is projected to reach a staggering $170 billion. Looking further ahead to 2028, retail is anticipated to capture 60% of the growth in digital ad spending.
• This surge is driven by retail brands’ increasing focus on leveraging audience data to craft more targeted and effective campaigns, ultimately aiming for improved return on investment.
• CPG advertisers are increasingly drawn to retail media networks for their ability to connect online and offline purchase data, enabling more precise targeting and measurement of advertising effectiveness across the entire consumer journey.

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Geo-Targeting: The Future of Location-Based Advertising in 2025

• The global location-based advertising market is projected to reach $75.8 billion by 2030, growing at a CAGR of 17.4% from 2023 to 2030. This significant growth underscores the crucial role geo data will play in adtech by 2025. 
• Hyper-localized and context-aware advertising will become increasingly prevalent, leveraging precise location-based targeting to deliver personalized messages based on real-time user locations and movement patterns.
• This evolution will be driven by advancements in GPS technology, the proliferation of IoT devices, and the widespread adoption of 5G networks, all contributing to more accurate and timely geo-targeting capabilities in the AdTech space. 

AdTech’s Pivot: Navigating the Cookieless Future

• Google’s postponement of third-party cookie deprecation without a new date has created uncertainty in adtech in 2024. 
• Despite this, many companies continue developing cookieless solutions, recognizing the eventual phaseout as inevitable. Adtech firms are focusing on alternative targeting methods like mobile date, alternative identifiers, raw data and identity graphs. 
• Additionally, there’s an increasing trend of collaboration with data providers offering cookieless audience data solutions. These partnerships aim to provide advertisers with robust targeting options that don’t rely on third-party cookies, leveraging alternative and privacy-safe ids modeling that allow to maintain advertising effectiveness while respecting user privacy.

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How Does OnAudience Empower 2025 AdTech Predictions? 

AdTech Landscape Transformation in 2025 – OnAudience as a global data provider with the access to +25B of devices in over 200 markets and 3,000 various audience segments can support publishers and advertisers with a great access to data which is the backbone of digital advertising, helping to reach target audiences effectively and at a larger scale. 

Data Curation – OnAudience provides access to curated deals and curated date offers of high-quality, privacy-safe and fraud-protected data sets, that allow advertisers to amplify reach and maximize campaign results. Our carefully refined data empowers you to extend your audience and achieve unparalleled precision in targeting, ensuring your campaigns deliver optimal impact and ROI.

AI-Powered Solutions in Programmatic Advertising – OnAudience understands the changes on the market and comes across the AdTech players’ expectations with innovative AI-Powered solutions to support the work of media planners and project managers and optimize their time at setting up the audience segments from hours to seconds. 

CTV Advertising – OnAudience provides access to various types of audience data to help connect advertisers and marketers with their key audiences based on their needs and interests, purchase intents, brand collocations and events. Thanks to our date, it is possible to reach them through various devices also on CTV and OTT receivers. 

Retail Media – OnAudience empowers advertisers and marketers with access to premium CPG segments, enabling them to connect at scale with retail media audiences. This strategic offering allows for precise targeting and enhanced engagement, maximizing the impact of campaigns across the retail media landscape.

Geo-Targeting – OnAudience delivers precision geo-targeting capabilities coupled with privacy-safe data, empowering marketers to reach their desired audiences with pinpoint accuracy. This powerful combination ensures compliance with data protection regulations while enabling highly effective audience targeting strategies across various marketing channels.

Cookieless Future – OnAudience is fully prepared for the cookieless future, offering access to innovative cookieless data solutions based on alternative identifiers. This forward-thinking approach enables marketers and advertisers to reach key audiences effectively and ethically, ensuring privacy compliance while maintaining robust targeting capabilities in an evolving digital landscape.

As the AdTech landscape evolves towards 2025, the industry will be shaped by consolidation, AI-driven solutions, exponential growth in CTV and retail media, enhanced data curation, and a continued focus on privacy-compliant targeting methods, all underpinned by the critical role of data in driving more efficient and effective digital advertising strategies.

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