What’s in store for the open web in 2025? We asked ad tech industry leaders for their predictions. 

As the open web becomes increasingly saturated with content and new websites, the risk of advertising in the environment is growing. Low-quality websites are a major reason why almost a quarter of programmatic ad spend is squandered, according to research from the Association of National Advertisers. 

Going into more detail, a 2024 ExchangeWire report in association with Lumen, details how a primary cause for wasted ad spend is ads ending up on MFA (made-for-advertising) sites. Not only do MFA sites threaten genuine media publishers, but the high number of ads displayed on these sites also means advertisers’ efforts are likely going unnoticed and ignored. Just because ads are viewable, does not mean that they are actually being seen by the consumer. 

Looking elsewhere, privacy will continue to be a major challenge for advertisers as 2025 progresses. Although Google abandoned its plan to deprecate third-party cookies for all Chrome users, its decision to instead introduce an easily adjustable way for users to block off all third-party cookies essentially does still deprecate the third-party cookie. As a result of the update, the number of users accepting third-party cookies on the open web is likely to decrease dramatically. 

Looking to the year ahead, what can advertisers expect from the open web and how should they be preparing themselves? We asked leaders from across the ad tech industry. 

Direct relationships with premium publishers will be beneficial to advertisers

The open web faces a number of challenges and opportunities in 2025. The increased focus on privacy regulations will limit the ability for data collection, and therefore also, the ability to target audiences, with or without third party cookies. Additionally, increasing levels of ad fraud on the open web may cause advertisers to lose confidence in their ability to reach a real, engaged audience. And reduced levels of quality control on the open web may lead to brand safety concerns, as well as a less engaged, more transient audience experience. 

By contrast, direct relationships with premium publishers are often able to offer better first party data, allowing for more effective, accurate targeting. They also create a controlled, brand-safe environment, reducing the risk of ad fraud and improving brand perception. Moreover, these high-quality environments are trusted by advertisers, and tend to attract loyal, more engaged audiences. 

Sean Adams, Chief Marketing Officer, Brand Metrics

The demand for higher ad quality and transparency will intensify

2025 is set to be a pivotal year for ad tech, shaped by tightening data privacy regulations and the US Department of Justice’s efforts to promote greater transparency. The year will centre on key themes of efficiency, innovation, and quality.  

Live event advertising will be a major growth area in streaming TV, providing brands with new opportunities to engage audiences during high-profile events. The real-time, high-concurrency nature of these events present new challenges for programmatic advertising, but initiatives such as the IAB Tech Lab’s Live Event Ad Serving (LEAS) proposal and the existing OpenRTB 2.6 protocol aim to introduce new standards to help marketers reach audiences during live events.  

As advertisers demand more accountability, the push for higher ad quality and transparency will intensify. Efforts to eliminate made-for-advertising (MFA) sites will grow, with an increased focus on providing brand-safe, high-quality environments for advertisers. This is an SSP responsibility: we can fix this. 

2025 will see ad tech evolve into a more transparent, efficient, and sustainable ecosystem, driven by innovation and renewed emphasis on quality.  

Cadi Jones, SVP, Europe, Index Exchange

Supply-side curation will be key 

Now, add Green Media Products (GMP) into the mix, and the story gets even better. Imagine a world where your ad strategy aligns with sustainability – transparent supply chains, reduced carbon footprints, and a healthier planet. It’s not just about great advertising; it’s about doing it right.

This isn’t just a programmatic evolution – it’s a revolution. High-value, eco-conscious, and transparent, the open web is stepping up to deliver more than just impressions. It’s about making every ad count for the brand, the audience, and the world.

Enrique Rodriguez, Managing Director, VideoHeroes 

Focus on building trust, not just collecting data

In 2025, success on the open web will be characterised by bridging the gap between brands and their audiences. There will be a larger focus on crafting experiences and solutions that truly resonate, shaping deeper, more impactful connections.

As more users opt out of cookies, the real innovation will be around how brands make targeting work without the usual tracking across the open web. Forget cookie replacement – contextual ads will give brands a way to show up at the right moment, while respecting user privacy. It’s going to be about building trust, not just collecting data.

No longer just “the cool tech”, AI will power creative innovation. It will fuel smarter media mix modeling, optimisation, and even creative development – shifting from a tool for efficiency to a driver of breakthrough ideas. While adoption skyrockets, so will scrutiny, with brands demanding transparency in how AI tools are built and used.

 Adam Roodman, General Manager, Yahoo DSP

The future will depend on intelligent creative 

In 2025, the advertising ecosystem will be defined by a transformative shift, placing intelligent creative at the heart of success. As evolving privacy dynamics reshape the landscape, including Google's opt-in/opt-out cookie policy and a likely 76% opt-out rate mirroring iOS, marketers will face an urgent need to adapt.

The future will depend on intelligent creative fuelled by first-party data and insights, driving meaningful engagement across the open web, social platforms, and CTV. Traditional tracking methods will give way to privacy-centric approaches, requiring marketers to craft personalised, impactful creative that not only resonates with consumers but also respects their privacy preferences.

Laura Desmond, CEO, Smartly

Curation will become the industry standard for programmatic

Sell-side curation will continue its acceleration, becoming the industry standard for programmatic advertising to deliver improved addressability and scale, connecting sell- to buy-side data signals via a smart loop cycle for greater inventory optimisation and better outcomes. More buyers and brands will benefit from access to improved quality with smart curation technology. Curation will also become omnichannel, introduce ad creative curation elements, and prove its sustainability credentials in partnership with carbon measurement partners. All of this is great news for the open internet and will ensure it continues to flourish as we move fully towards the new model of signals-based advertising. 

Filippo Gramigna, co-CEO, Onetag