Between Automation and Individualisation - The Year in Adtech 2025

Artificial intelligence, automation and rising expectations for personalised advertising are shaping the adtech landscape in 2025. Companies are relying on AI-supported campaign optimisation – but what does that mean for creative freedom and strategic control?

At the same time, data protection remains a key challenge. First-party data and contextual targeting are gaining importance, while third-party cookies have not yet completely disappeared. Programmatic advertising is also undergoing change: the call for greater transparency, leaner supply chains, smarter marketplaces and curated environments that focus more on quality and brand safety is changing the dynamics between buyers, agencies, publishers and tech partners.

The panel will discuss technological, regulatory and strategic developments and highlight which trends and decisions in 2025 will set the course for the future.