AdTech Trends in 2025: How Advertising Technology is Evolving

We are not clairvoyants but we’ve got our finger on the pulse of the AdTech world. So, you might want to check out what our writer has shared here.

P.S. Bet we just taught you a new word!

AI is the new king in town

2024 AdTech was about cautious experimentation with AI; 2025 AdTech is about embracing it at scale. The skepticism around its use has largely evaporated as AI proves itself a reliable partner.

The impact is visible across multiple dimensions:

AI has taken personalized ad placement to a whole new level. It has moved beyond basic contextual matching to predictive intent modeling. Put simply, AI now analyzes not just what users are reading, but anticipates what they might need next. This results in ads that feel less like interruptions and more like timely recommendations. These laser-focused ads mean enhanced user experience and increased revenue growth.

AI will roll out new ad formats that will modify user engagement. Take AI-powered shoppable video ads, for example. These interactive video ads allow users to shop for products right from the video without leaving the content. AI refines the videos by identifying products and providing live recommendations to users.

Imagine a user watching a smartphone photography tutorial. AI spots relevant products in the video, like the phone model and tripod, and adds purchase links. The user can click on a product and see pricing, reviews, and a “Buy Now” option. The purchase can be completed within the ad or by redirecting to an e-commerce platform. 

Ad formats like these will bring about a fundamental change in the AdTech industry.

Predictive analytics is another feather in AI’s (virtual) hat. What separates AI-powered publishers in 2025 is their ability to anticipate audience behavior. AI can look through large datasets to spot trends and content consumption habits. This allows proactive content and monetization strategies rather than reactive responses.

The most helpful AI development? Well, it now acts as the personal secretary of publishers. With AI on their side, publishers see less time spent on routine tasks like inventory management and reporting. This gives teams more time for brainstorming and strategic initiatives that only humans can do.

2. A world without cookies

The much-discussed (and repeatedly delayed) deprecation of third-party cookies is finally here. Google has announced the phasing out of third-party cookies in Chrome. An AOP survey sponsored by The Trade Desk reveals the industry’s decisive stance. 54% of publishers strongly disagree about going back to cookies. This hints that the transition is likely to be permanent.

So, this year will be all about AdTech players navigating the new cookieless world.

Heavy testing will be done across different solutions like contextual targeting (a hyper personalized advertising technique where ads are placed according to the type of content on a webpage, e.g if a user reads about yoga techniques, they might see a yoga mat ad,) and stable IDs (reliable user IDs that help publishers and advertisers identify users across different apps and websites.)

What we see surfacing is a more balanced AdTech ecosystem that respects user privacy while delivering performance.

3. Consolidation: Unity is strength

The fragmentation of AdTech is now disappearing. 2025 will see consolidation—lots of it.

Instead of depending on multiple AdTech vendors, companies now want integrated offers where everything they need is bundled into one full-stack package.

To meet this demand, AdTech companies, big and small, will team up. This will create more effective and resourceful mergers.

For publishers, consolidation presents strategic opportunities:

Strategic partnerships allow publishers to increase their reach without diluting their brand identity.

Guarantees data sovereignty for publishers. Fewer partners touch audience data, reducing both compliance risks and value leakage.

Leading publishers are approaching consolidation proactively, merging with partners who share their vision.

4. Curation: Quality Trumps Quantity

The buzzword of 2025 AdTech. 

What exactly is that?

Curation means sorting and organizing online ad spaces to help advertisers buy them easily. 

It uses details about the audience (who is watching), context (where the ad will appear), and supply (available ad spaces) to group auctions from different sellers. It is a more organized and efficient way to buy ads, instead of searching through a huge open marketplace.

It lets agencies find ideal ad inventory packages which are valuable both in terms of ad performance and brand safety.

Curation will be a “survival of the fittest” game for publishers. Buyers set their expectations (KPIs, viewability thresholds, etc.)  and look for publishers who meet these demands. Publishers must meet those metrics to stay competitive in the long run. Otherwise, advertisers will get the opportunity to buy ad spaces from different collections.

5. CTV Advertising: (Your chance to monetize more)

CTVs are internet-connected devices helping users access digital content. Smart TVs, gaming consoles, are examples of CTV.

This platform will claim a significant ad spend in 2025.

IAB UK projects CTV ad spend to reach £2.94 billion by 2028, up from £1.91 billion in 2024, a clear indication of the opportunity ahead.

What makes CTV particularly attractive for publishers?

CTV ads usually have higher CPMs than traditional display or mobile ads due to their premium, non-skippable, and high-engagement nature. 

CTV ads run in a controlled streaming environment, reducing risks of bot fraud or invalid traffic. 

Streamers are a huge untapped audience base who might be one ad away from investing their money. 

Summing Up

Success still rests on the same foundation in 2025: creating valuable content. But the tools and technologies continue to change. As we navigate the remainder of the year, the AdTech god a.k.a algorithm will favor those who spot these changes early on and adapt timely.