Trends in Programmatic for 2025

The programmatic advertising industry never stands still, and as we approach 2025, the landscape is shifting once again. From the rise of connected TV (CTV) and the increasing role of artificial intelligence; advertisers, publishers, and networks alike need to stay ahead of the curve. 

But with uncertainty in the air—thanks to economic slowdowns, geopolitical instability, and tighter budgets—being prepared is more important than ever. And with Programmatic advertising spending in the UK projected to reach £8.8 billion by 2024, there is a real need to be nimble and agile in 2025. 

We believe 2025 will be a year to address key challenges, seize emerging opportunities, and, crucially, ensure businesses can do more with less. Let’s dive into the most important programmatic trends for the year ahead.

Building Sustainable Relationships

The ad-tech industry has long been criticised for its transactional nature, but 2025 will see a shift towards building sustainable relationships. As publishers, DSPs, SSPs, and networks recognise the need for fairer, more robust terms, there will be a stronger focus on treating partners more equitably, in the pursuit of better outcomes across the whole industry. 

We’re looking to lead this charge by enabling instant payments. In a world where delayed payments of 120+ days are still the norm. We’re helping partners build trust and confidence, and mutually beneficial deals. After all, sustainable relationships start with ensuring everyone gets paid on time, don’t they?

Addressability: The Cookie Conundrum Continues

If you thought we’d seen the last of debates around third-party cookies, think again:

In July 2024, Google announced that they won’t deprecate third-party cookies. Instead, Google says they will introduce a new experience in Chrome that lets people make an informed choice that applies across the users’ web browsing, and the user would be able to adjust that choice at any time. 

Currently, Google is discussing this new path with regulators, and will engage with the industry as they roll this out. For now, Google states that it remains important for you as a developer to have privacy-preserving alternatives. 

Despite this, it feels like the programmatic industry is still grappling with addressability. Advertisers need to adapt their strategies as although this time looks to be paused on the removal of cookies, it certainly isn’t the end. Focusing on first-party data, contextual targeting, and privacy-compliant solutions is definitely still hot for 2025, as the wider privacy concerns around data management continues to bubble away. 

The Shift to CTV and Online Video

As CTV and online video continue to dominate media consumption, it’s no surprise they’re also at the forefront of programmatic growth. CTV advertising spend in the UK is forecasted to grow by 15% annually, reaching £2.94 billion by 2028.  UK Advertisers are reallocating budgets to reach audiences through these high-impact formats, and publishers are doubling down on video inventory to meet demand.

But scaling in this space requires investment—investment often delayed by outdated payment systems. A reason why at Revving we are championing instant access to your revenue, allowing you to reinvest without waiting months to get paid.

Redundancies, Elections, and Economic Uncertainty

The ad-tech world faced a turbulent 2024, with industry redundancies and widespread uncertainty casting a long shadow over 2025. Add to this mix the influence of elections and geopolitical instability, and you’ve got a cocktail of challenges to navigate. 

When times are uncertain, cash flow becomes king. With delayed payments off the table, Revving ensures you have the liquidity to weather these storms. Whether you’re a publisher needing funds to keep operations smooth or an advertiser looking to scale cautiously, we’re promoting confidence in your cashflow rather than focusing on the negatives of 2024 to take into the new year. 

Doing More with Less

In 2025, budgets will remain tight, forcing businesses to find ways to get more out of less. This will mean leaning on efficiency: smarter campaigns, better technology, and reduced waste. But there’s a catch—you can’t achieve efficiency if you’re constantly waiting for your money to arrive.

Due to economic uncertainties, 65% of UK advertisers plan to reallocate budgets towards more measurable digital channels in 2025.

By removing the friction of delayed payments and with instant revenue access, you can optimise campaigns, scale operations, and experiment with new strategies—all without cash flow concerns holding you back.

AI and Advertising Trends

It wouldn’t be a 2025 trends piece without talking about AI. Artificial intelligence will continue to revolutionise programmatic advertising, from automated campaign optimisation to predictive analytics and personalised creative. Advertisers who embrace AI-driven solutions will gain a competitive edge—but they’ll also need the resources to keep up with rapid technological advancements.

In 2025, 80% of digital display advertising in the UK is expected to be influenced by AI, enhancing targeting and personalization. 

As we continue to show how AI will influence our industry, now more than ever is it important to have structure in our processes to support innovation to ensure it is a real benefit to the business. 

Putting Revving at the Heart of Programmatic in 2025

The trends shaping the programmatic industry in 2025—whether it’s CTV, addressability, or AI—are all underpinned by one core need: financial flexibility. You can’t innovate, grow, or adapt if you’re stuck waiting for your money.

That’s where Revving comes in. By giving publishers, DSPs, SSPs, and networks instant access to their revenue, we’re putting programmatic back  in control. No waiting, no delays—just the freedom to thrive.

If you don’t know about these trends, now’s the time to catch up. And if you’re ready to put Revving at the heart of your strategy for 2025, book a call with our team today. Let’s make the future of programmatic your greatest opportunity yet.