AdTech continues to change quickly. As we move into the second half of 2025, these are the top trends affecting how media is bought, sold, and measured:
1. Consolidation of platform: More DSPs and SSPs are merging or aligning closely, reducing the number of intermediaries in the supply chain.
2. Growth in curated marketplace: Buyers are shifting from open exchanges to curated environments with more control, better data, and higher-quality inventory.
3. CTV becomes more performance-drive: Advertisers are no longer accepting CPMs alone. They want outcome-focused metrics like site visits, purchases, and offline sales from connected TV.
4. Clean rooms become standard: With the decline of third-party cookies, clean rooms are now essential for privacy-safe data collaboration and measurement.
5. AI tools reshape workflow: Artificial intelligence is powering creative optimization, audience modeling, and campaign analysis, reducing manual work and improving scale.
6. Retail media expands beyond retail: Retail media networks are now used by non-retail brands to access shopper data and reach intent-driven audiences across digital channels.
7. Greater demand for transparency: Advertisers are pushing for clearer pricing, supply chain visibility, and measurable value from every media dollar spent.
Staying informed about these trends helps marketers plan better and adjust to an industry that continues to evolve. Cedar Consultants can help.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech