In 2025, the digital advertising landscape will undergo dramatic changes fueled by technological advancements and evolving consumer behavior. For publishers, this means that unlocking new revenue streams through ad monetization is becoming increasingly complex in many ways – 25, to be exact.
However, all is not lost. By leveraging the latest trends in digital marketing and ad monetization, you can gain a substantial competitive edge, keeping your content front and center and ad revenue flowing into your bottom line. And while your ad monetization partner should be the driving force in understanding the ins and outs of these trends, understanding 2025’s digital landscape at a high level will help you guarantee that you have a partner that will drive your long term strategy for growth. Here are 25 ways AdTech will evolve in 2025, and how you can stay ahead of the game:
Web Ad Monetization: AI, Animation, and Anonymity
1. A Smarter Future to Ad Targeting. AI and machine learning are revolutionizing web ad monetization, allowing for more personalized and efficient ad delivery. Learning language models will drive innovations such as Dynamic Creative Optimization (DCO), enabling the creation of personalized ads that adapt to users’ preferences in real time. The ability to predict user behavior with precision will allow for more targeted ad campaigns, making the use of LLMs an essential part of future ad tech strategies. By integrating LLM-driven programmatic advertising, publishers and their ad partners can ensure that ads are placed where they will be most effective, resulting in more efficient ad spending and higher revenue.
2. The Header Bidding Shuffle will Spark Big Impact. Header bidding remains a critical tool for publishers, but changes are coming. With ongoing legal battles, such as Google’s anti-trust lawsuit, header bidding dynamics may shift, and publishers will need to consider ways to diversify their ad exchanges, optimize bidding strategies, and explore alternative header bidding solutions to remain competitive. Transparency and data access are also crucial, as publishers should prioritize AdTech platforms that offer clear insights into auction performance. Staying informed on the legal developments and adjusting accordingly will be key to maximizing revenue and ensuring long-term success.
3. Video Takes Priority. By 2025, video will dominate digital ad formats, accounting for 82 percent of all internet traffic. One should prioritize video ads over traditional display formats to capture this growing segment, and just like display ads, utilizing programmatic video advertising will drive higher engagement and revenue.
4. AR and VR Ads Take Center Stage. Web-based AR and VR ads will become more accessible, offering immersive ad experiences that will be especially advantageous for publishers in retail or lifestyle industries. One can capitalize on AR to showcase products and services complimentary of the content written by the publishing staff, creating interactive and engaging ad formats that make the consumer feel as though the ad is part of the content.
5. Privacy-First Ad Targeting Becomes More Complex. In 2025, publishers will need to navigate increasingly complex privacy laws, which directly impact ad monetization. Regulations like GDPR and CCPA require greater transparency and consent management, making it essential for publishers to integrate privacy-first ad strategies. Privacy compliance has evolved from a regulatory necessity to a key factor in building user trust and maximizing ad revenue. As advertisers focus more on a publisher’s data practices, those who adapt by implementing robust consent frameworks and transparent data handling will gain a competitive edge.
Mobile Ad Monetization: All About That App
6. In-App Advertising Grows Exponentially. As mobile usage continues to rise, in-app advertising will account for 66 percent of global mobile ad revenue by 2027. This means that investing in mobile app development and leveraging in-app ad placements will drive greater revenue streams and improve user engagement.
7. 5G Reins Supreme. It is expected that by 2025, there will be three billion 5G subscriptions worldwide. The expansion of 5G will redefine mobile ad experiences, allowing for seamless video streaming, real-time interactive ads, and smoother app performance. Publishers should prepare for more data-heavy, immersive mobile ads within their content.
8. Mobile Value-Based Bidding Changes the Game. Advertisers are shifting toward value-based bidding strategies, focusing on high-value actions like in-app purchases rather than simple installs. For publishers, this emphasizes the importance of targeting high-intent users rather than focusing solely on quantity in readership for just one article. Driving long term engagement and consumer evangelism will be more important than impression quantity.
9. Post-Install Optimization is a Critical Strategy for Growth. One-and-done app downloads can severely hurt revenue opportunities for publishers. Retargeting and personalized messaging are becoming essential for post-install optimization to get the consumer back to the app. Publishers should focus on deep linking and personalized push notifications to drive higher conversion rates from mobile, which will in turn build upon mobile ad revenue.
10. Cross-Platform App Development is Essential. Cross-platform app development accounted for 42 percent of all mobile app frameworks used in 2023, and this number is expected to grow exponentially in 2025. The trend of cross-platform development allows publishers to reduce costs by creating apps that work seamlessly on iOS and Android. Progressive Web Apps (PWAs) are also gaining traction, enabling a smoother and faster user experience. This means that publishers will need to be more and more considerate of the user experience across multiple app platforms, and how their ad experiences change from one platform to the other.
CTV (Connected TV) Ad Monetization: Keep it Short and Sweet
11. CTV Ads Continue to Soar. CTV ad spending will grow to $42.4 billion by 2027 in the United States, reflecting the shift from traditional TV to streaming services. Publishers with video content should prioritize CTV and find the best supply-side platform (SSP) to tap into this rapidly growing market, and their ad monetization partners should review and reallocate spend to take advantage of the CTV surge.
12. Interactive CTV Ads Take Growth. CTV will see an increase in interactive ads, including shoppable ads and QR codes that allow viewers to make purchases directly from their screens. Publishers can capitalize on these formats to drive both engagement and conversions and should work with their AdTech partner to implement relevant interactive ads.
13. Short-Form Video Ads are King. As consumer attention spans shorten, 10-15 second video ads on CTV platforms will become more prevalent. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven that the key to grabbing attention is keeping it short, snappy, and interactive. Publishers should consider the length of video ads displayed on their CTV content and ensure the ads are in line with the attention span of the consumer.
14. Programmatic CTV Ad Buying Takes Center Stage. Programmatic advertising will continue to transform CTV, allowing ad companies to automate ad sales and optimize placements in real-time. When publishers are researching their top contenders for AdTech services, they should be asking about their level of expertise and knowledge of trends within programmatic ads for CTV.
15. More Ads, More Money for Streaming Services. The desire for affordable content in a packaged deal is resulting in tremendous growth for ad-supported streaming platforms. And as streaming services are recognizing that they need to push ads to drive profit, even the Netflixes of the world are now pushing ads. Publishers should explore partnerships with these platforms to expand their reach and diversify their ad revenue streams.
Overall Digital Trends: Personalization, People, and Profit
16. AI-Driven Content Gets Personal. Personalization at scale will be a key driver of digital advertising. AI will enable publishers to deliver highly tailored content, improving user experience and increasing ad effectiveness. This will be important for publishers to understand – while their ads may have fewer impressions, increased click throughs will drive more revenue to them.
17. Ethical Advertising Matters. Consumers are increasingly drawn to brands that prioritize sustainability. Publishers can differentiate themselves by offering ad solutions that align with ethical and eco-friendly practices that are in line with their brand. AdTech partners should be working with their clients to ensure that the causes delivered within the ads are causes aligned with the company’s mission – otherwise it will deter consumer interaction.
18. Influencer Marketing is now Driven by Data. Data-driven influencer marketing will dominate, with publishers and their AdTech counterparts collaborating with micro-influencers to drive engagement and conversions. AI tools will help track influencer performance and optimize campaigns, meaning that influencers will have to be able to prove ROI of their impact.
19. Blockchain for Ad Verification Comes into Play. Blockchain technology will play a larger role in ensuring transparency in digital ad transactions. By decentralizing ad transactions, blockchain reduces ad fraud, improves trust between publishers and advertisers, and allows for more accurate tracking of ad performance. This leads to more reliable revenue streams as publishers can validate ad impressions and ensure they’re paid fairly.
20. Retargeting Goes Hyper-Personal. By 2025, AI-driven hyper-personalization will make retargeting more precise, enabling publishers to deliver ads based on real-time behavior and preferences. This will in turn drive more revenue, so long as the ad monetization partner is fully up to speed on these enhancements.
21. Location, Location, Location. In addition to the influx of hyper personalization, location-based advertisement will continue to grow in popularity in 2025. Mobile marketing in particular will see a rise in location-based ad investment, sharing relevant ad content based on where the consumer resides when reading the publisher’s content.
22. The AI Boom Means Authenticity Matters Most. Since AI is continuing to improve in terms of content, imagery, video and voice, consumers are starting to question the authenticity of anything they see. Consumers are also more likely to believe disinformation created by AI, according to recent studies. This means that even in using AI models, publishers should showcase rawness and authenticity in their content strategies, and work with their AdTech partners to ensure that their ads are driving authenticity based on the needs of their target consumer.
23. Native Ads Deters Ad Fatigue. Ad fatigue is continuing to grow as consumers are increasing content intake at an astounding rate. Native ads, which blend seamlessly with content, will continue to rise in popularity as they offer higher engagement rates compared to traditional display ads. Publishers should leverage ad monetization partners that understand how native ad placements can enhance user experience.
24. Strategy will Suffer. As AI and hyper personalization add more confusion than clarity to digital businesses, many C-suite executives are reporting a decrease in clearly defined digital marketing strategies and an increase in tactical, reactionary changes. This certainly impacts the publisher’s bottom line, and it makes it more important than ever for a publisher to work one-on-one with an ad monetization partner that fully understands the shifting changes of the industry at large.
25. Partnerships Take Priority. Finally, as there is an increasing influx of new monetization companies selling to publishers, it is becoming more challenging than ever for publishers to understand their best options in AdTech partnerships. Our best advice is to consider a company that doesn’t just drive revenue, but offers a long term game plan to build their client’s authority and reputation. Ask prospective partners about their retention rates, request referrals, and most importantly, choose a partner that you feel you can trust.
In 2025, AdTech will continue to evolve, offering publishers new ways to optimize revenue while maintaining a positive user experience. By staying ahead of these trends, and using a partner who fully understands the industry and cares about the long term growth of your company, you can ensure your monetization strategy remains competitive and drives new revenue opportunities.
To find the right ad monetization partner to navigate 2025’s digital landscape with you, you will need one who will have right people behind the platform. Learn how Adnimation built a solid partnership with TechTheLead, and connect with us to see how we can make a difference for you.