Ten Trends Advancing Programmatic Media in 2025

The rise of omnichannel programmatic platforms has made it possible for advertisers to deliver cohesive messaging across mobile, desktop, Connected TV (CTV), digital out-of-home (DOOH), and other touchpoints, ensuring seamless consumer journey integration. DOOH, in particular, is experiencing rapid growth, driven by its ability to deliver dynamic, location-specific advertising with real-time adaptability. Meanwhile, the continued expansion of retail media networks and shoppable ads highlights the convergence of programmatic advertising with e-commerce functionality.

Transparency and accountability remain critical, with advertisers demanding supply path optimization (SPO) and improved visibility into ad placements, pricing, and performance metrics. Private marketplaces (PMPs) are gaining favor for their control and quality, while sustainability and ethical data use have become top priorities. Additionally, contextual targeting is emerging as a privacy-friendly alternative to behavioral targeting, bolstered by advanced AI tools.

Programmatic media continues to evolve as one of the most dynamic segments of the advertising landscape. As advertisers and agencies increasingly prioritize automation, targeting, and efficiency, the role of programmatic media has become central to many media strategies. Based on survey insights and industry observations, the following key trends are shaping programmatic media in 2025.

1. Increased Adoption of Programmatic Across Media Channels

• Expansion Beyond Display and Video: Programmatic is now extending to newer channels such as CTV/OTT, audio, digital out-of-home (DOOH), and linear TV. This broadening scope reflects advertisers’ demand for consistent, cross-channel targeting.
• Data-Driven TV Buying: Programmatic TV is growing as advertisers increasingly use data to deliver highly targeted ads on connected and addressable TVs, merging the mass reach of traditional TV with the precision of digital.

2. First-Party Data as a Core Driver

• Post-Cookie Era Adjustments: With the decline of third-party cookies, advertisers are focusing heavily on first-party data for audience targeting. This shift has increased reliance on privacy-compliant solutions like clean rooms and data partnerships.
• Walled Gardens' Role: Platforms such as Google, Amazon, and Meta continue to dominate programmatic media, leveraging their proprietary data ecosystems. However, advertisers are pushing for greater transparency and more interoperability.

3. Adoption of AI and Machine Learning

• Enhanced Optimization: AI and machine learning are improving real-time optimization in programmatic campaigns, leading to better performance and cost efficiency.
• Creative Automation: AI-driven tools are enabling dynamic creative optimization (DCO), which adjusts ads based on real-time signals such as user behavior, context, and location.
• Fraud Detection: Advanced algorithms are being deployed to combat ad fraud and ensure media quality, which remains a concern in programmatic buying.

4. Shift Toward Omnichannel Programmatic

• Unified Campaigns Across Channels: Advertisers are increasingly adopting omnichannel programmatic platforms to deliver cohesive messaging across multiple touchpoints, including mobile, desktop, CTV, and OOH.
• Consumer Journey Integration: By leveraging omnichannel insights, programmatic platforms can deliver ads aligned with specific stages of the consumer journey, from awareness to conversion.

5. Programmatic DOOH (Digital Out-of-Home)

• Growing Popularity: DOOH is emerging as a key area of growth for programmatic media. Advertisers can now target audiences dynamically on digital billboards and place-based screens, incorporating location and time-based triggers.
• Real-Time Activation: Programmatic DOOH enables real-time campaign adjustments based on weather, events, and foot traffic, making it highly adaptable.

6. Increased Focus on Transparency and Accountability

• Demand for Supply Path Optimization (SPO): Advertisers are scrutinizing their supply chains to minimize inefficiencies and reduce hidden fees in programmatic buying.
• Push for Transparency: Programmatic platforms are under pressure to provide clearer insights into ad placement, pricing, and performance metrics to address advertiser concerns about fraud and viewability.

7. Growth of Private Marketplaces (PMPs)

• Preferred Over Open Auctions: Private marketplaces are gaining traction as advertisers seek greater control over inventory quality and brand safety. PMPs provide a curated environment for programmatic deals, allowing buyers to access premium inventory.
• Programmatic Guaranteed Deals: Increasingly, advertisers are turning to guaranteed deals in programmatic for predictable pricing and placements while retaining flexibility.

8. Focus on Sustainability and Responsible Advertising

• Carbon Emission Tracking: Advertisers are looking to programmatic platforms to track and reduce carbon emissions associated with digital campaigns.
• Ethical Data Use: There’s a growing emphasis on using data ethically and respecting consumer privacy while maintaining high ad relevance.

9. Retail Media Networks and Commerce Media

• Programmatic Expansion in Retail: Retail media networks (e.g., Amazon, Walmart) are using programmatic technology to deliver ads across their platforms and beyond. Commerce media combines programmatic buying with data insights from purchase behavior to drive results.
• Shoppable Ads: Programmatic ads integrated with e-commerce functionality are rising in popularity, allowing users to make purchases directly from ads.

10. Rise of Contextual Targeting

• Privacy-Friendly Targeting: Contextual targeting, which serves ads based on the content of a web page rather than user data, is gaining momentum as a privacy-friendly alternative to behavioral targeting.
• AI-Enhanced Contextual Insights: Advanced AI tools are enabling more nuanced contextual targeting by understanding semantic relationships within content.

Strategic Implications for Advertisers

To leverage the potential of programmatic media in 2025, advertisers should:

1. Prioritize First-Party Data: Build robust data collection and analytics capabilities to ensure privacy-compliant targeting.
2. Adopt Omnichannel Strategies: Integrate programmatic efforts across all media channels to deliver consistent messaging.
3. Leverage AI and Machine Learning: Use advanced tools for campaign optimization, fraud detection, and creative automation.
4. Embrace Transparency: Work with programmatic partners that offer full visibility into the supply chain and performance metrics.
5. Experiment with Emerging Formats: Invest in programmatic DOOH, CTV, and retail media to stay ahead of the curve.

By staying aligned with these trends, advertisers and agencies can maximize efficiency, relevance, and ROI in their programmatic media campaigns. Programmatic media in 2025 offers unparalleled opportunities for advertisers to achieve precision, efficiency, and engagement in their campaigns. By prioritizing first-party data, adopting omnichannel strategies, leveraging AI for optimization, and embracing transparency, advertisers can stay competitive in a rapidly evolving landscape. Investing in emerging formats like DOOH, CTV, and retail media will ensure relevance, while sustainability and ethical practices will strengthen brand trust. By aligning with these trends, advertisers can drive meaningful results and navigate the future of programmatic media with confidence.