Marketing in adtech is not just about features anymore. Buyers in 2025 are more informed, more skeptical, and way more focused on results. If you’re marketing to them, here’s what matters most right now.
First, trust. Buyers want to know your company is stable, compliant, and serious about privacy. They ask about certifications, third-party audits, and how your product handles data. Make this information easy to find. Don’t hide it behind sales calls.
Second, proof. They’ve seen a lot of slide decks. What they want is real performance data. Share case studies. Give examples of how your product improved ROI, reduced costs, or simplified workflows. Be specific. Real numbers go a long way.
Third, clarity. Adtech can get confusing fast. The companies that win are the ones that explain things clearly. What your product does. Where it fits in the stack. How it works with other tools. If buyers can’t understand your product in a minute or two, they move on.
Fourth, integration. No one is rebuilding their entire system. Show how your product fits into what they already use. Highlight plug-and-play features, open APIs, or prebuilt connectors.
Finally, speed to value. Long onboarding and training times are a dealbreaker. Make it clear how fast someone can get started, what the first win looks like, and what kind of support they’ll get.
Marketing in adtech today is about being credible, helpful, and easy to work with. Focus on that, and you’ll stand out.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech