AdTech keeps evolving, and the second half of 2025 is no exception. If you're buying, selling, or measuring media, there are several key trends you should be paying attention to. These shifts are changing how marketers plan campaigns, choose partners, and evaluate performance.
First, consolidation is picking up speed. We're seeing more DSPs and SSPs merge or form tight partnerships. The result is fewer intermediaries between buyers and sellers, which can mean more efficiency but also less flexibility in choosing vendors. If you're not tracking which platforms are aligning, you might miss important changes in how inventory is routed or priced.
Curated marketplaces are also gaining traction. More buyers are pulling back from open exchanges and moving toward curated environments that offer better control, access to premium inventory, and stronger data signals. These deals give advertisers more confidence in what they're buying and who they’re reaching. For publishers and platforms, it's a way to offer differentiation without going fully walled garden.
CTV continues to mature, and advertisers now expect more than just CPM reporting. Brands want to know if their connected TV campaigns are driving site visits, app installs, or even offline sales. The demand for performance data is pushing CTV platforms to integrate with measurement partners and clean room solutions. It’s not enough to deliver reach. CTV has to prove impact.
Speaking of clean rooms, they’ve become standard practice. Privacy-compliant data collaboration is now a core part of media planning and measurement. Whether you're using a walled garden clean room or a neutral third-party solution, the ability to match and analyze data securely is no longer optional.
AI is also changing how teams work. From creative optimization to predictive audience modeling, artificial intelligence is making campaign execution faster and more efficient. Marketers can test more variables, scale more easily, and spend less time on manual tasks. But success still depends on human oversight and strong strategy. AI is a tool, not a shortcut.
Retail media is expanding beyond retail. More non-retail brands are tapping into these networks to access shopper data and reach high-intent audiences across the open web. Retail media is no longer just for CPG or grocery brands. It’s becoming a data layer for broader digital buys.
Finally, there's growing pressure for transparency. Advertisers want to know exactly where their money is going, how inventory is sourced, and what kind of value they’re getting in return. That includes everything from auction dynamics to fee structures to viewability metrics. Media partners that can't clearly explain pricing or performance are going to lose business.
The second half of 2025 will be defined by smarter buying, tighter partnerships, and stronger demands from advertisers. If you're not already adjusting your strategy to match these trends, now’s the time to start.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech