Authored by Ryan Chandler, Portfolio Director, BidSwitch
As we charge full speed ahead into 2025, it’s time to focus on the new year in ad tech. In the first of our new blog series, Views from the Middle, we take a look at what might be ahead for our industry.
Here are a few key predictions for the ad tech ecosystem in 2025.
No surprise here—Connected TV (CTV) will continue its rapid growth as more people shift to streaming services over traditional broadcast and cable television. Look no further than sports, where Netflix recently broadcast the Tyson/Fury fight and NFL Christmas games drew nearly 65 million viewers. Amazon’s partnership with the NBA further cements sports as a major driver of streaming’s dominance.
However, challenges remain.
The lack of standardized measurement tools and the fragmentation of platforms make it difficult for advertisers to optimize ad spend effectively. While the number of streaming choices is unlikely to shrink, expect a push for standardized reporting that enables advertisers to integrate CTV into their omnichannel strategies seamlessly. Additionally, as CTV becomes more mainstream, we anticipate a rise in small and mid-sized businesses (SMBs) entering the space.
At BidSwitch, CTV remains a key focus in 2025—stay tuned for enhancements in how you access CTV supply and source demand through our ecosystem.
Curation was the buzzword of 2024, and its momentum will only grow in 2025. Expect more advanced data-driven curation—powered by AI—to help buyers target audiences based on retail and behavioral data.
This shift will have interesting implications for the ecosystem. As SSPs work to create high-value, curated deals for buyers, will publishers benefit or be left behind? If SSPs prioritize buyers, will publishers push back and seek direct partnerships with media partners? Regardless of how it plays out, the ability to provide deep data insights will be crucial. Sellers must ensure they can analyze and share robust audience data—including demographics, behaviors, and interests—to secure ad spend.
The AI hype in 2024 felt like something out of Terminator, with fears of automation taking over the workforce. While some layoffs were attributed to AI advancements, 2025 will demonstrate that AI is a complement rather than a replacement. Companies will realize that human expertise is still essential in crafting AI-driven strategies.
Where do we think AI will make an impact in ad tech?
The old practice of sending mass ad requests to the buy-side is fading fast. Supply Path Optimization (SPO) has reduced inefficiencies, but waste still exists in the industry. In 2025, expect sustainability to become a core focus, with agencies and buyers demanding more transparency into their environmental impact.
Companies like Scope3 and Cedara are leading the charge in ad sustainability. No longer will brands simply say they support sustainability—reporting tools will be in place to measure actual efforts. Brands and agencies will prioritize partners with tangible sustainability initiatives.
You didn’t think we could discuss 2025 trends without mentioning privacy, did you? Data privacy has dominated ad tech discussions in recent years, and that won’t change anytime soon.
As more countries implement strict data privacy laws, companies must invest in solutions that leverage first-party data, universal IDs, and consent management platforms (CMPs). The question remains: After Google’s announcement in 2024 that third-party cookies will no longer be phased out, will ad tech vendors continue their push for first-party solutions, or will they ease up? One thing is certain—privacy compliance will remain a top priority.
2025 promises to be another transformative year for ad tech. From CTV’s growing dominance to the continued rise of AI, sustainability, and privacy-first strategies, the industry is evolving rapidly.
At BidSwitch, we’re excited to help our partners navigate these changes and drive innovation in the ecosystem. Stay tuned for updates as we continue to enhance how buyers and sellers connect in this dynamic landscape.