2025 Trends: AI’s Rise, Privacy’s Reign, and the Next Wave of Advertising

The article outlines key advertising trends for 2025.
AI agents will automate tasks like app production, UA campaigns, and customer service, reducing headcount and improving margins.
Privacy concerns continue, with about 40% of the open web non-addressable via cookies, pushing advertisers toward contextual targeting and new anonymized identifiers.
Advertisers will expand to connected TV and in-app mobile gaming, where risk is reduced via cost-per-outcome models.
M&A is rebounding, with increased deal volume and acquisitions like Outbrain/Teads and Omnicom/IPG.
Finally, creativity becomes paramount as targeting becomes more generalized; AI enables scalable, high-quality creative production.
The industry is adapting to a more automated, privacy-first, and creative-driven landscape.