AdTech Trends Set to Shape 2025: Insights from Industry Leaders

As the digital advertising landscape continues to evolve, 2025 is poised to be a significant year for AdTech. Key industry figures from Opti Digital, PubMatic, and Brainly highlight emerging trends that will define programmatic advertising.

The phase-out of third-party cookies, intensified by Google's recent policy change, signals a shift towards addressability solutions. New strategies like probabilistic and deterministic IDs, alongside first-party data and contextual segmentation, are enhancing yields for publishers.

Ad latency remains a pressing issue. Heavier ad scripts undermine monetization, as noted by Magali Quentel-Reme, CEO of Opti Digital. Her company supports server-side auctions for better web performance, suggesting a hybrid approach for optimal results.

AI-driven bid optimization is also crucial. Traffic shaping, informed by machine learning, is helping reduce infrastructure waste by streamlining bid requests.