Addressability and data were top of mind during CES, especially considering that third-party cookies will die out in 2025 and cookieless environments like CTV continue to explode with opportunity. Faced with signal loss, advertisers need to find ways to create addressability and drive outcomes.
While there is plenty of opportunity in CTV, the ecosystem resembles the early days of programmatic advertising but with its own unique set of problems. CTV buyers need a better understanding of the content and context where ads are served. Measurement and attribution are still nascent and audience targeting and identity resolution are also emerging.
Supply-side curation continues to get a lot of buzz considering the effectiveness that buyers have recognized. We should see more product innovation as buyers become more savvy in keeping PMPs fresh and optimized to campaign outcomes.
AI innovations will continue to reduce friction in the ecosystem and we expect that campaign/ deal optimization will be some of the earliest movers in AI. CTV’s growth coupled with the endless choices presented to consumers is an area that could use AI to deliver value.
Growth is on everyone’s mind – as consumers adopt new media consumption behaviors; the buy and sell side needs to follow. 2025 will be an amazing year for digital!