Key AdTech Trends for 2025: Insights from Industry Leaders

The ad tech landscape is set for significant changes in 2025. According to experts from Opti Digital, PubMatic, and Brainly, critical trends are emerging. A major focus is on addressability solutions as third-party cookies phase out. Google's recent updates enhance user control over cookies, driving the need for new strategies. First-party data and bid decoration will be central to maintaining ad performance and yield.

Ad latency and web performance are highlighted in a study by Opti Digital, noting the impact of heavy ad scripts. A lighter ad stack is crucial for improved ad viewability and revenue. Publishers increasingly adopt server-side auctions for better web performance, although a hybrid auction approach is recommended.

AI and bid optimization gain prominence as traffic shaping and machine learning become essential. This practice streamlines bid requests, reducing infrastructure waste while optimizing the supply chain. Navigating a cookieless future and enhancing user experience remain priorities for the industry.