AdTechs continue to play a crucial role in the digital marketing sector, driven by technological advancements and changing consumer expectations. In 2024 specifically, the AdTech universe was the stage for two central debates: the discontinuation of cookies and the ubiquitous use of Artificial Intelligence. And, as everything indicates, they promise to maintain their leading role this year, along with other challenges.
Regarding cookies, if they raise societal concerns about user privacy, they are also essential for ad personalization, providing a more relevant experience for the consumer. With browsers gradually phasing out support for third-party cookies, it’s up to AdTechs to focus on alternative solutions for tracking and personalization, for example.
Meanwhile, the use of Artificial Intelligence tools for online and offline campaigns has begun to revolutionize how AdTechs can deliver results for their clients. AI, especially in its generative form, is already changing the industry landscape. Initially focused on reducing operational costs, the tools are becoming even more accessible and dominant in 2025 for ad personalization and optimization, helping companies deliver more efficient and targeted campaigns.
Hybrid monetization, a strategy that combines different formats to increase revenue, is expected to expand beyond the app universe—and AI will also be its driving force here. After all, the approach that allows combining ads and purchases on the same platform is likely to be adopted by various segments, and the use of AI can project scenarios and help assemble more efficient strategies. Additionally, AdTech platforms that help companies diversify their revenue streams will stand out, as more advertisers are expected to explore their own inventories.
In the macro scenario, with advertising budgets optimized to the extreme, the preference for direct value metrics like CPA (Cost Per Acquisition), ROAS (Return on Advertising Spend), and LTV (Lifetime Value) will continue to grow—and here again, AI helps compile reports and performance monitoring dashboards.
AI-based AdTech platforms help automatically adjust investments in real time, directing more resources to channels or campaigns that are performing better. In this case, indicators associated with ‘vanity metrics,’ such as CPM (Cost Per Mille) and CPC (Cost Per Click), are likely to lose relevance as advertisers seek more assertive returns on their investments.
A world without cookies?
Even with the overwhelming rise of AI, the main goal for 2025 will be to find solutions that harmonize and balance the dichotomy of privacy and personalization, meeting consumer expectations and advertiser needs. At the same time, in an ever-evolving advertising market, companies will need to demonstrate agility and diversify their monetization strategies.
Parallel to this, retail media (or retail media) also stands out as one of the highlights of digital marketing this year. Faced with a shortage of advertising inventory, this model emerges as an interesting solution, especially for small and medium retailers who will be able to explore their own advertising spaces more easily. Additionally, the use of primary data in these channels, without the need to share information with third parties, can simplify privacy-related issues.
As a result, retailers transform their digital channels into secondary revenue sources and enhance the information ecosystem by offering relevant advertising content that strengthens customer relationships. In this vein, with consumers increasingly inclined to make purchases via apps rather than browsers, apps are becoming a strategic channel for AdTechs.
No coincidence, tools offered by streaming platforms already allow merchants to reach app audiences without needing to create an app from scratch, expanding the possibilities for acquiring new users. Additionally, apps, especially in the gaming sector, are expected to become a significant source of advertising inventory, combining ads with in-app purchases.
And as advertising budgets shift even faster from open TV to digital, creativity in exploring new inventory and creating engaging ads is currently the big ‘X-factor.’ The challenge for AdTech companies is significant, but there is a clear path to countless opportunities.
Finally, one of the industry’s major challenges remains rethinking ad approaches, which are often seen as irrelevant or intrusive. To capture consumer attention, advertising must add value rather than just being a source of annoyance for potential customers.
*Jessé Benedito is the Lead Partnership Manager at Yango Ads Space in Brazil
