As we enter 2025, programmatic advertising will be driven by innovations that prioritise automation, control, and reliability. AI and machine learning are reshaping the landscape, allowing publishers to automate revenue generation and reduce reliance on manual processes.
The focus will increasingly be on maintaining control over ad setups' technical and legal integrity. Publishers are looking for solutions that let them deploy changes confidently, avoid production incidents, and protect user experience by safeguarding web performance and Core Web Vitals.
In 2025 we'll see the move towards AI-enabled curation. Traditional inventory curation still happens today, providing a tool for securing brand-safe inventory at an efficient cost.
Advanced data-driven curation has provided capabilities that allow buyers to leverage audience, behavioural, and retail data to efficiently reach qualified consumers at scale and enhance advertising effectiveness.
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