What trends will we see in adtech in 2025?
From retail media to curation, marketers will have to plan their adtech strategy carefully in 2025.
As adtech hurtles toward 2025, the industry stands at a crossroads where innovation meets growing scrutiny. From the rise of curated marketplaces to the urgency of AI regulation, and the seismic shifts in consumer behavior reshaping media landscapes, the stakes have never been higher.
The common thread? Trust between advertisers, publishers, and audiences is increasingly on the line.
Curation, once hailed as the answer to programmatic inefficiencies, is being scrutinised. Publishers fear it undervalues premium inventory, while advertisers question the quality of supply.
Meanwhile, the explosive growth of AI in advertising is running headlong into regulatory challenges, threatening to reshape how brands deploy personalization and automation.
Add to this a booming interest in women’s sports, a growing reliance on retail media networks, and the vulnerabilities of digital-out-of-home (DOOH) advertising to cybersecurity threats, and it’s clear: 2025 will demand not just innovation but responsibility.
The winners will be those who strike the delicate balance between leveraging emerging trends and addressing industry-wide concerns. In this piece, I break down the critical challenges and opportunities that will shape the future of adtech.
Balancing premium inventory with genuine value
Adtech companies in 2025 must navigate a complex landscape by emphasising quality through curated and tiered inventory; leveraging data-driven insights for privacy-compliant targeting; and fostering transparent, collaborative relationships with both publishers and advertisers.
Sell-side curation though trusted platforms provides clear value for both buyers and publishers. It enables better access to optimisation and targeting signals, significantly increases addressability, and delivers faster campaign outcomes.
Keith Arrowsmith, global product marketing director, Onetag, explains to Human Algorithm that when ensuring genuine value for both publishers and advertisers, curation should also incorporate exchanges who offer direct curator access layered on top of their global publisher infrastructure, so there’s no disintermediation for sellers or buyers.
Curation technologies then make this whole flywheel work faster and better by applying advanced optimisation and data targeting technology to the process.
The most advanced curation platforms algorithmically optimise high-quality media impressions at the placement level, unlocking the true value of the ad placements that matter for both advertisers and publishers.
“This precision removes the issue of problematic ad placements for all parties to maximise advertising efficiency, media performance and the user experience,” says Arrowsmith.
Maintaining transparency in DOOH
Several electronic billboards in Northbrook, Illinois, were previously hacked, displaying antisemitic messages such as “F*** ISRAEL” and “DEATH TO ISRAEL” against a Palestinian flag backdrop.
The incident occurred near a predominantly Jewish community on the eve of Sukkot, drawing strong condemnation from Congressman Brad Schneider, who described the act as intentionally hateful.
Outfront Media, the billboard operator, confirmed the messages were unauthorised and shut down the signs within an hour. Northbrook police launched an investigation, determining the messages were the result of hacking, while the Village of Northbrook issued a statement reaffirming its commitment to inclusivity and rejecting hate speech.
The Jewish United Fund of Chicago swiftly intervened to have the imagery removed and is closely monitoring the investigation. In addition, a false claim on the billboards credited the sponsorship to YouTuber MrBeast, who denied any involvement and has taken legal action. Authorities, along with Outfront Media, are continuing their investigation to identify those responsible for the hack.
So what actionable steps can ad networks and brands take to protect their investments in DOOH from increasing cybersecurity risks, and how can transparency be maintained without compromising ad effectiveness?
Savina Parvanova, global marketing director, Limelight, says it is a shared responsibility of the whole industry to assure a safe digital environment. There are a variety of approaches towards protecting DOOH advertising from cybersecurity risks for brands.
Key among these is to leverage technology and to partner with the right vendors, ad networks and tech providers, as well as regulatory bodies such as IAB, MRC and others. Regular audits and vendor assessment must be priorities as well.
“Open and transparent reporting should be requested and provided. Also, brands should leverage Content Management Systems to enable real-time updates in order to quickly adapt and maintain ad effectiveness, without risking security,” explains Parvanova.
“The question is, how can transparency be maintained without decreasing ad effectiveness? The answer is simple. Ad effectiveness is only achieved if transparency is there as standard.”
Investing in retail media
In 2025, retail media is expected to reach $170 billion in spending, driven by innovations in ad formats, technology integration, and targeting capabilities. First-party data will play a critical role in helping brands and retailers differentiate themselves, especially as off-site retail media expands.
Transparency and proof of return on ad spend (ROAS) will be essential for retailers to attract diverse brand investments. Collaboration across merchandising, marketing, and IT teams will optimise retail media’s potential, while consistent measurement standards will be needed to track performance effectively. Programmatic media, AI tools, and emerging channels like connected TV (CTV) and DOOH advertising will further enhance campaign precision and efficiency.
In addition, independent agencies must strategically expand into emerging channels such as gaming and social commerce while prioritising talent development and sustainable programmatic practices. In-game advertising (IGA) and social commerce, including live-stream shopping and virtual experiences, will become essential tools for brand engagement.
Voice assistants are also poised to become more dynamic interfaces, enhancing personalised shopping experiences. Brands must focus on seamless consumer engagement, creative-led campaigns, and loyalty optimisation to navigate rising customer acquisition costs and increasing audience fragmentation effectively. Overall, data, innovation, and strategic integration across channels will define success in the evolving digital advertising landscape of 2025.
As retail media networks proliferate, how can brands differentiate between platforms to invest in those offering innovative targeting and unique value propositions? What metrics should they prioritise to assess ROI effectively?
Wenjie Gao, head of business development for China at Preciso, explains as brands navigate the ever-expanding landscape of retail media networks, they should focus on unique value propositions, technological capabilities, and strategic partnerships to differentiate platforms.
“By prioritising metrics like ROAS, incremental revenue, and customer acquisition costs, brands can effectively assess ROI and make informed investment decisions in this dynamic advertising environment,” explains Gao.
What does all this mean?
As we look ahead to 2025, the adtech industry is at a tipping point where innovation and responsibility must coexist. The opportunities presented by AI, curated marketplaces, retail media networks, and emerging platforms like gaming and social commerce are undeniable.
Yet, these advancements come with increasing scrutiny around transparency, cybersecurity, and data integrity. The key takeaway is clear: success in this dynamic ecosystem will belong to those who embrace both precision and purpose.
Brands must leverage first-party data, invest in privacy-compliant targeting, and break down organisational silos to maximise cross-channel potential. For advertisers and publishers, collaboration, trust, and measurable value will determine who thrives and who falls behind.
Ultimately, the future of adtech isn’t just about adopting new tools or hopping on trends. It’s about building ecosystems where transparency isn’t a bonus, but the standard.
Every player in this industry must commit to a dual mandate: to drive growth through innovation and to safeguard trust through accountability. Only then can we unlock the full potential of what 2025 promises.