What will 2025 look like for platforms? We look at predictions from experts across the ad tech industry. 

Platforms are growing in popularity for advertisers, with many risks from the open web (such as having ads displayed on made-for-advertising sites) becoming harder to dodge. Unsurprisingly, the companies which earned the most from advertising during 2024 include platforms Meta, ByteDance, and Amazon. Alongside the likes of Netflix and Spotify, many of these platforms maintained and multiplied their dominance as 2024 progressed.  

Meta’s Q3 2024 results revealed the number of ad impressions delivered across its family of apps had risen 7% year-over-year, with the average price per ad increasing 11% year-over-year. 

As the year drew to a close, Netflix finished 2024 with more than 301 million subscribers – a year-over-year increase of 15.9%. The streaming giant also doubled its ad revenue year-over-year. 

However, complications reared their heads – for social platforms specifically – in 2024. Australia took the lead in denouncing their damaging effects on children, introducing a ban on all social media platforms for those under the age of 16. Although no similar measures have been implemented elsewhere yet, the possibility of other countries following suit is certainly on the horizon. This year already, Singapore has been in talks with Australia about introducing similar legislation.

As we move further into 2025, TikTok continues fighting to remain available to users in the US. Despite the ban-or-divest legislation having come into effect on 19th January, the app is still currently operating in the country following Trump’s executive order granting it a further 75 days to comply with the law. 

Meta also shook up the industry this month with its decision to end fact-checking. Despite the undisputed dominance of its platforms in the social sphere, could we see their brand safety plummet?  

Bearing all of this commotion in mind, what awaits advertisers and what can we expect from the platform space as the year unfolds? We asked experts from across the industry. 

Brand safety will be a big challenge 

As more platforms and channels emerge, keeping ads in brand-safe environments will be a bigger challenge, especially with shifts to more automated campaign optimisation. In 2025, brands will have to be laser-focused on where their ads appear to avoid any reputational risks. It’s no longer just about running ads; it's about running them in the right places. 

The ‘black box’ of programmatic advertising has been an issue for over a decade: Brands could never have confidence that their ads were appearing within high-quality inventory, much less in the placements they desired and without conflict or adjacency to harmful content. Not only hasn’t it improved, it’s gotten worse thanks to the proliferation of MFAs – which, as we’ve seen, may be disguised by a premium domain. We may see brands migrate to safer environments, shift more budget to safer channels, like in-app, or simply budget for more direct buys moving forward. 

Alex Li, Senior Director, Global Non-Gaming AppDiscovery, AppLovin 

The battle for long-form content dominance is heating up

As 2024 closed, Snapchat announced a major pivot in its creator monetisation strategy. The platform is phasing out its Spotlight Rewards Programme in favour of a new system that compensates creators through ad revenue sharing on Stories and Spotlight videos exceeding 60 seconds. This move underscores a broader industry trend reshaping the content economy.

Snapchat isn’t alone in this shift. YouTube remains the benchmark for creator monetisation, leveraging its robust ad ecosystem with pre-, mid-, and post-roll ads that benefit both creators and brands. But the battle for long-form content dominance is heating up as platforms like Instagram and TikTok introduce initiatives to incentivise creators to produce lengthier, more engaging videos.

This transition reflects evolving consumer behaviour. Consumers are showing a strong interest in longer entertainment experiences from their favourite creators that fosters deeper, more meaningful connections. Research from Billion Dollar Boy highlights this shift, revealing that 72% of creators plan to increase long-form content production in 2025 to meet this demand.

For platforms, the push for long-form content unlocks new opportunities. Longer content formats allow for richer storytelling, deeper audience engagement, and higher-value ad placements. For brands, this shift offers a way to connect with more attentive audiences, balancing short bursts of engagement with longer narratives that resonate on a deeper level.

By adapting to these changing preferences, platforms, creators, and brands are poised to benefit from an ecosystem that prioritises substance over speed. As 2025 unfolds, the convergence of long-form content and creator monetisation is set to redefine the digital landscape – a win-win for all stakeholders involved.

 Becky Owen, CMO,  Billion Dollar Boy 

Platforms will increasingly leverage machine learning algorithms

In 2025, platforms will increasingly leverage machine learning algorithms to automate bid floor optimisation and adapt to real-time market dynamics. These market-adaptive pricing systems rely on predictive models to determine optimal bid thresholds, replacing manual adjustments with precision-driven automation Key components, such as real-time data processing and model-based predictions, allow platforms to filter low-value bids while capturing premium opportunities. Advanced caching mechanisms further enhance efficiency by reusing predictions for similar requests, reducing latency and processing demands.

For the CTV ecosystem and app platforms, this approach not only boosts auction competitiveness but also enables scalable resource management. By integrating machine learning solutions, platforms analyse supply patterns, adjust bid floors dynamically, and maximise revenue without overburdening their infrastructure.

This shift to automated pricing mechanisms positions platforms to attract premium demand sources, maintain traffic relevance, and secure long-term growth in an increasingly competitive and data-driven market. 

Nikita Bansal, CEO, Teqblaze 

We’ll see a significant demand for transparency and control

As with other areas of the ad tech industry, platforms will also witness a significant demand for transparency and control. Gaining momentum is the increased awareness and adoption of the Prebid solution among publishers. This has been fueled by aggressive market education and activities by prebid.org aimed at spreading the solution's benefits. 

Publishers are also growing increasingly skeptical of black box mediation platforms, craving transparency and autonomy in their monetisation strategies. This trend is especially prevalent among larger, mature publishers who seek to escape the constraints of major platforms. The yearning for a level playing field will likely lead to a surge in publishers implementing the Prebid solution or opting for third-party white-label bidding solutions. These platforms provide publishers with complete control over their ad monetisation, allowing them to collaborate directly with their preferred partners. This boosts demand, ensuring all can bid evenly, and ultimately improves CPMs and fill rates.

Frederic Liow, Chief Revenue Officer and Operations Officer, AlgoriX