As we enter 2025, one thing is clear: change is coming fast, and those who adapt quickly will be the ones who thrive.
Over the past year, I’ve had countless conversations with marketers, publishers, and tech partners about where our industry is headed. Some trends are crystalizing, while others remain unpredictable. To help you prepare, I’ve outlined "5 Key Digital Advertising Trends Marketers Should Watch in 2025."
Here’s a sneak peek at what’s in store:
Google’s role in ad tech is shifting. Whether through antitrust action or internal strategy, I predict major changes to their dominance, opening opportunities for independent ad servers and new players.
Curation will redefine programmatic. Buyers and sellers alike are turning to curated marketplaces for transparency, quality, and performance. It’s a win-win for everyone involved.
AI will become essential. If you don’t already have AI capabilities, you’ll be playing catch-up in 2025. From creative optimization to audience targeting, AI will be a critical differentiator.
These are just a few of the trends I’m watching closely. In our full post, Lotame thought leaders including Alexandra Theriault, Eli Heath, and myself, dive into all five predictions, complete with advice to help you stay ahead of the curve.
2025 will be a year of transformation, and I’m here to help you navigate it. Let’s embrace the challenges and opportunities together.
Best regards, Chris Hogg Chief Revenue Officer, Lotame
THOUGHT LEADERSHIP
Cookies, Curation and FAST Channels: Lotame's 2024 in Review
4-minute read
Everyone loves making predictions, but how often do we revisit them to see if they held up? Lotame’s Founder & CEO, Andy Monfried, takes a look back at Lotame’s 2024 predictions — from Google’s cookie delays to the rise of FAST channels and SSP-DSP convergence. How did we fare? Pretty spot on, if we say so ourselves (with a few surprises thrown in).
Unwrapping Data Curation: Insights from Lotame's Chris Hogg
53-minute watch
Data curation is reshaping programmatic advertising, but misconceptions persist. In the IAB UK’s webinar, Lotame’s Chief Revenue Officer, Chris Hogg, explored how curation empowers publishers and advertisers to maximize results. From enhancing addressability to optimizing campaigns mid-flight, curation is more than a buzzword.
Lotame's Audience Corner provides insights into top trending Lotame Data Exchange audiences. January might be a time to take a breath after all the holiday madness, but February events loom ahead. Take advantage of some of these top trending prepackaged Lotame audiences:
Lotame’s Chief Revenue Officer Chris Hogg (hey, that’s me!) shares his predictions for 2025 across data, platforms, Google, and more.
UK marketers face data challenges by leaning into tech investment per Lotame research in IAB UK.
Lotame’s Chief Growth Officer Alexandra Theriault joins the podcast Deconstructing Data to discuss ways marketers can enrich their first-party data to drive success.
