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What’s Next For Programmatic Advertising In 2025?

Jan 23, 2025 - forbes.com
The article discusses the anticipated trends in programmatic advertising for 2025, emphasizing the continued importance of artificial intelligence (AI) in enhancing personalization, real-time optimization, and audience insights. It highlights the necessity for programmatic solution providers to integrate AI capabilities to stay competitive. Additionally, the article underscores the ongoing shift towards a privacy-first approach, urging marketers and publishers to adopt first-party data collection in preparation for a cookieless future. Ad fraud prevention remains a critical focus, with the need for robust detection and prevention features in programmatic platforms.

Other emerging trends include the rise of digital-out-of-home (DOOH) advertising, the growing momentum of connected TV (CTV) advertising, and the increasing demand for programmatic audio ads. In-game advertising is also evolving due to the expanding mobile gaming market. The article advises industry players to selectively adopt trends based on their goals, while emphasizing the importance of equipping programmatic solutions with trending features to maintain competitiveness and offer users greater flexibility.

Key takeaways:

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  • AI will continue to reshape programmatic advertising in 2025, offering benefits like advanced personalization and real-time optimization.
  • The privacy-first approach remains crucial, with a focus on first-party data collection in anticipation of a cookieless future.
  • Ad fraud prevention is essential, requiring programmatic platforms to have robust fraud detection and prevention features.
  • Emerging trends like DOOH, CTV, audio, and in-game advertising are gaining momentum, offering new opportunities for advertisers and publishers.
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