Trendbook 2025: Breaking the Chains of Digital Complexity

Digital advertising is at a crossroads – the old rules are crashing, and new forces are in play. AI and deep learning have stepped off the drawing board and into reality, transforming how we connect with consumers, measure results, and build lasting impact. With stricter regulations and ever-changing consumer demands, one big question remains: are you ready to ditch outdated strategies?

‍Adlook has uncovered the trends that will define digital advertising in 2025. This Trendbook delivers daring insights, practical tools, and bold strategies to help you navigate the coming changes – ensuring your campaigns not only break through the clutter but lead the way.

‍What does the future hold for your digital campaigns? Will your strategies cut through the noise and truly captivate an increasingly discerning audience? Here’s our curated selection of game-changing trends poised to redefine programmatic open web and digital marketing in 2025.

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Quick Overview

‍Trend 1: Advertisers cry out for simplicity in a fragmented digital ecosystem

As budgets get squeezed and the digital landscape splinters into more platforms, channels, and formats, cross-channel complexity is killing performance. Shockingly, nearly 80% of marketers say spreadsheets are still critical for their work. Now more than ever, advertisers demand unified planning, precise measurement, and seamless activation across the Open Web and beyond.

‍Trend 2: Gen AI gets real. Are you on board?

Generative AI has moved past the hype cycle and is now transforming how campaigns are built, targeted, and optimized. With AI-assisted tools projected to reach 729 million users by 2030, creative and operational efficiency are entering a new era. From automating ad variants to dynamic audience segmentation, the Open Web becomes a fertile playground for AI-driven experimentation that fuels performance and innovation.

‍Trend 3: ID-less targeting takes center stage

Third-party cookies are outdated and unreliable, with cookie labels hitting only 18% accuracy (Adlook’s latest research). Brands are abandoning this legacy for AI-powered, contextual strategies that deliver true privacy and performance. In this new era, targeting isn’t about tracking identities – it’s about smart, context-driven engagement that cuts through the noise.

‍Trend 4: New metrics on the rise. It’s time to measure the real impact

In today’s digital battleground, attention is king. Traditional benchmarks like CTR and viewability are being outclassed by attention metrics, with high-attention ads driving a 130% lift in conversions and reducing cost per action by 51%. High-attention ads aren’t just seen – they drive real, measurable results.

‍Trend 5: Video is king. Is your strategy up to speed?

Digital ad spending is set to hit $700 billion in 2025, with online video ads being marketers’ top choice. Yet, its true power is held back by fragmented placements and inefficient buying practices. The challenge is clear – simplify and streamline video buying on the Open Web and beyond to unleash its full potential.

‍Trend 6: Growing importance of brand safety

In an era of rampant misinformation and fraud, protecting your brand is non-negotiable. Only 13% of marketers express high satisfaction with their current Open Web Brand Safety solutions – it’s time to rethink your strategy and safeguard your reputation against rising threats.

‍Trend 7: The rise of Commerce media to bridge the Retail gap

Retail Media ad spend is projected to more than double between 2023 and 2027, yet its power is confined to walled gardens. Commerce media is emerging to bridge that gap, using intent-based targeting on the Open Web to reach high-intent shoppers and drive awareness and consideration beyond closed platforms.

‍This is your roadmap to staying ahead in a competitive digital world. Let’s dive into the trends shaping the future and discover how your brand can not only adapt – but truly thrive.

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Deep Dive‍

Trend 1: Advertisers cry out for simplicity in a fragmented digital ecosystem

Digital advertising has entered an “era of abundance” and has never offered more choice – or more complexity? Brands now have more ways than ever to reach consumers, but this abundance has a downside: 44% of marketers cite media and audience fragmentation as a top concern for 2025, up 9 percentage points from last year. As advertisers scramble to manage social platforms, retail media networks, CTV providers, and the Open Web, the lack of unified systems is killing efficiency. With data, media, and measurement trapped in siloes, the promise of seamless personalization and ROI-driven optimization slips further away. Shockingly, only 2% of marketers are satisfied with their current tech stacks, with fragmented systems leading to duplicated efforts, inconsistent metrics, and a chaotic planning process – just translating a single campaign brief across ten publishers can eat up hours, if not days.

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Walled gardens, while powerful, don’t make life easier‍

Their lack of transparency and interoperability means marketers are left stitching together audiences, performance metrics, and attribution models across incompatible ecosystems. The result? Channel inefficiencies, overcomplicated workflows, and a serious drag on performance.‍

Lack of unified metrics hinders optimization
Current tools make cross-media measurement difficult, leading to double counting and unclear ROI. Attention metrics and unified planning models can close this gap.‍

Technology isn’t the problem – collaboration is
The tech to unify planning and targeting exists, but operational alignment across advertisers, agencies, platforms, and publishers remains elusive. Silos in data and workflow continue to hinder performance.‍

As a result, advertisers are now prioritizing simplicity, accessibility, and unified planning. They’re calling for a digital ecosystem where audience targeting, campaign execution, and measurement aren’t just possible across channels – they’re seamless. The Open Web is uniquely positioned to answer this call, offering flexible access to scalable inventory, cross-channel solutions, and transparent metrics that can help break down data siloes and restore clarity to the digital marketing journey.‍

Top Tips for Advertisers: How to Adapt and Win‍

1. Unify campaign goals and KPIs across channels
   Start with clear, overarching objectives – be it awareness, video completion, or engagement – that cut across every platform. Define unified KPIs to streamline planning and eliminate channel-specific siloes.
2. Embrace attention-based planning
   Replace outdated metrics like CTR and impressions with measures of genuine engagement. Focus on attention time and interaction quality to gain insights that truly reflect performance across video, CTV, and display.
3. Simplify tech stacks to eliminate siloes
   Choose interoperable partners that enable campaign orchestration across multiple environments – Open Web, CTV, Social, Retail – without duplicating effort or losing audience fidelity. Choose partners that drive incremental reach and work together in synergy.
4. Foster true collaboration across internal teams and external partners
   Break down internal and external siloes by aligning creative, media, analytics, and ad ops teams under shared models and KPIs. A collaborative workflow is key to executing a cohesive, high-performing campaign.
5. Rethink media briefs for the multiscreen world
   Instead of adapting a TV brief for each platform manually, build modular creative and messaging strategies that can scale seamlessly across environments – saving time, cost, and sanity.‍

At Adlook, we have built a solution that brings together unified targeting, creative strategies, brand safety, and attention optimization into one seamless workflow across all screens and formats. Our AI-driven engine optimizes media buying and audience segmentation to harness incremental value across the Open Web – giving you the clarity and efficiency needed to turn fragmentation into your competitive edge.‍

Trend 2: Gen AI gets real. Are you on board?

Generative AI is no longer just the buzzword on every marketer’s lips – it’s now delivering real, measurable results. Brands are harnessing its power to transform targeting, creativity, ad fraud detection and optimization. AI is reshaping digital advertising by automating campaign setup, generating tailored creative at scale, and optimizing media buying in real time. This means that the era of trial-and-error is giving way to data-driven precision that drives better outcomes and maximizes ROI.‍

• Gartner forecasts that over 80% of enterprises will integrate generative AI models into their workflows by 2026 – a stark leap from less than 5% in 2023. This shift reflects the technology’s journey into what Gartner calls the “Slope of Enlightenment,” where its true capabilities emerge. For digital advertisers, the challenge is clear: embrace these advancements to drive personalized content, smarter ad targeting, and automated campaign optimization – or risk falling behind‍

• Yet the shift isn’t just technological – it’s strategic. Advertisers are increasingly leveraging AI to solve old problems: inconsistent creative messaging, inefficiencies in audience segmentation, and static campaign optimization. For example, L’Óreal Trend Spotter – an amazing AI tool that detects and predicts beauty trends accurately wihtin the 6 to 18 months time horizon, in the main beauty categories – skincare, haircare and makeup – giving the brands a huge advantage in planning their products, campaigns and predict sales.‍

By integrating AI into every facet of the digital marketing workflow, brands can reduce manual labor and unlock insights hidden within mountains of data. As AI takes on more of the heavy lifting, marketers are empowered to focus on strategy and innovation, ensuring their campaigns are both dynamic and adaptive.

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Top Tips for Advertisers: How to Adapt and Win‍

1. Optimize media buying with AI-powered insights

Transition from static, rule-based bidding to AI-driven media buying that adjusts in real time based on campaign performance. Move beyond traditional machine learning with Deep Learning, which is 50% more efficient in optimizing ad performance.

2. Utilize AI for real-time audience segmentation

Let AI analyze and re-segment your audience continuously, so you can dynamically adjust targeting strategies as campaign data flows in. This ensures that you’re always reaching the right consumers at the right time.‍

At Adlook, our AI-driven engine is designed to fuel your media buying, streamline creative strategies, and enhance campaign outcomes across the entire Open Web. With integrated tools for DCO, brand safety, and attention optimization, we help you move beyond the hype – delivering practical, measurable impact that drives your business forward. Moreover, our cutting-edge GPT technology – ContentGPT – precisely pinpoints which Open Web articles are read by your desired audiences – all from a simple audience prompt.‍

See it in action: French’s Case Study – Reaching High-Value Audiences with AI‍

French’s, a global condiment brand, partnered with Adlook to amplify its presence on the open web while targeting a niche audience of restaurant entrepreneurs in Mexico.‍

AI-driven audience identification
Adlook’s Deep Search and cookieless targeting tools identified and engaged high-value restaurant entrepreneurs by analyzing search intent and contextual signals.‍

Premium ad placements
The campaign utilized premium placements on Mexico’s top websites, ensuring visibility among influential decision-makers.‍

Fraud prevention and optimization
By leveraging deep learning models, fraudulent traffic was minimized, ensuring that every impression counted and maximized ROI.‍

Creative execution and engagement
Custom interactive banners, powered by generative AI, fostered meaningful engagement, driving brand awareness and interest among the target audience.

‍By 2025, the successful application of generative AI and deep learning won’t just be a competitive advantage – it will be the standard. The time to act is now.‍

“Adlook’s ability to deftly navigate the Open Web proved invaluable for our campaign and enabled us to reach users in their preferred environment, improving the impact of our campaign.”

Marco Saucedo, French’s, Brand Manager

Trend 3: ID-less targeting takes center stage

Today, amid mounting regulatory scrutiny and consumer pushback, the digital ecosystem is in the midst of a profound transformation. The question becomes urgent: How will advertisers adapt in a world where data drips instead of flows? This trend reflects the growing demand for marketing strategies that respect user data while maintaining effectiveness. ID-less approaches, like contextual and content-based targeting, are reshaping how brands engage with audiences in a privacy-first era.‍

• Cookie-based segments under fire: Our recent survey revealed that marketers view cookie-based segments as fundamentally flawed – so much so that many label them as “garbage.” This sentiment underscores the urgent need for a more reliable approach to audience targeting‍

• The contextual renaissance: Contextual targeting is reclaiming relevance, enabling brands to align ads with the content and environment rather than user profiles. Contextual targeting excels in sectors like automotive, travel, and electronics. Aligning ads with in-depth editorial content in these categories enhances engagement and conversions.‍

• Scaling privacy-safe solutions with AI: Advances in AI, such as Adlook’s Deep Learning algorithms, enhance contextual targeting by analyzing content and identifying the most relevant ad placements.‍

There is no time to wait for the complete phase-out of third-party cookies. Brands must proactively adopt and refine alternative solutions, embracing advanced technologies that facilitate effective audience reach. By implementing these strategies now, brands can develop robust and impactful advertising campaigns that connect meaningfully with their audiences while maintaining the highest standards of privacy and trust.‍

Top Tips for Advertisers: How to Adapt and Win‍

1. Embrace a privacy-first mindset
   Transition away from cookie-reliant strategies. Invest in contextual solutions that align with evolving privacy standards while still delivering robust audience engagement.
2. Leverage AI-Driven contextual insights
   Utilize platforms that apply machine learning to analyze content and automatically optimize ad placements. This ensures your campaigns are always in the right context – maximizing relevance and impact.
3. Test, Learn, and Scale
   Start by piloting contextual campaigns alongside traditional strategies. Use these tests to gather data on engagement, brand lift, and ROI, then scale successful tactics across your media mix.
4. Collaborate with unified partners
   Work with ad tech platforms that offer integrated solutions for ID-less targeting. At Adlook, our AI-driven engine harnesses contextual data to power effective ID-less campaigns, ensuring your ads are not only privacy-compliant but also dynamically optimized to deliver real engagement in a fragmented digital landscape.‍

Read the full article: From Signal Loss to Signal Gain: Can Contextual Advertising Save the Day?‍

Trend 4: New metrics on the rise. It’s time to measure the real impact

The evolution of digital advertising is driving a critical shift toward attention and engagement metrics. Marketers now understand that it’s not enough for ads to be seen – they must capture and sustain user attention to drive meaningful outcomes. Recent studies reinforce that high-attention ads deliver real impact, with metrics showing a 130% lift in conversions and a 51% reduction in cost per action. As programmatic buying becomes more sophisticated, attention-first strategies are emerging as the key to unlocking superior brand engagement and performance.‍

• High-attention ads deliver superior outcomes
  In Adlook’s recent study of display ads in Brazil, high-attention ads achieved a 68.75% higher click-through rate (CTR) compared to low-attention ads, while medium attention ads saw a 54.69% increase – demonstrating that ads where users actively engage can drive significantly better performance.‍

• Performance-focused attention metrics dominate
  In 2024, 84% of advertisers prioritized media performance when evaluating attention metrics, and 73% linked these metrics directly to revenue opportunities, underscoring the shift from traditional benchmarks to outcome-driven measures.‍

• Cross-platform alignment is key
  With mobile and social media leading the way – at 61% and 53% adoption respectively – advertisers are now exploring how to apply attention measurement across emerging channels like CTV for a unified, cross-media evaluation.‍

• Education gap challenges adoption
  Despite the promise of attention metrics, only 23% of digital marketers feel they fully understand these new measures, with over half not yet fully prepared to implement attention-first strategies effectively.‍

Top Tips for Advertisers: How to Adapt and Win‍

1. Prioritize outcomes-driven metrics: Go beyond surface-level indicators like CTR or impressions. Focus on active attention metrics, including dwell time and interaction rates, that directly tie into business results.
2. Incorporate cross-media measurement tools: Invest in platforms that enable a unified approach to measuring attention across formats and channels, from mobile to CTV, to optimize spend and drive consistent results.
3. Leverage attention to enhance campaign ROI: High-attention impressions have been linked to significant lifts in brand awareness (+26%), purchase intent (+69%), and sales performance (+157%), making them a cornerstone of effective campaign strategies.

Partner with attention-focused vendors: Collaborate with providers specializing in attention solutions, such as Adlook, to access tools like active measurement and performance analysis that can unlock better outcomes.

‍See it in action: Semilac Germany Case Study – Strengthened brand presence in the beauty market

‍Semilac, a leading beauty brand, partnered with Adlook to amplify its presence on the open web while engaging a dynamic audience of beauty enthusiasts globally.

‍Our main focus on attention optimization delivered impressive results: an 85.8% viewability rate (115% realization), an attention metric of 27.7 AU for Display (58% above benchmark), and a reach 48% above expectations.

‍AI-Driven Audience Identification

• Adlook’s deep learning tools and cookieless targeting identified high-value beauty and lifestyle consumers by analyzing online behavior, social trends, and contextual signals.
• Premium Ad Placements
  The campaign secured top-tier placements on leading beauty and lifestyle websites, ensuring maximum visibility and engagement among target audiences.
• Creative Execution and Engagement
  Custom interactive rich media and video-in-banner executions, powered by generative AI, delivered engaging, on-brand experiences that resonated with beauty enthusiasts and boosted overall brand awareness.

By leveraging AI-driven insights and unified cross-channel strategies, Semilac transformed its brand messaging into a compelling, measurable advertising experience. The future of beauty advertising is here. See the full Case Study here.

Trend 5: Video is king. Is your strategy up to speed?

Digital ad spending is projected to hit $700 billion in 2025, with video emerging as the top choice for building brand awareness and influencing purchase decisions. Yet, the video ecosystem remains a minefield of countless platforms, placements, and metrics, making effective video buying a real challenge. Advertisers face a key problem: how to cut through the noise and complexity to drive measurable results in an environment where linear TV, social, and digital video all come with unique pros and cons.‍

• Digital Video Spending on the Rise
  Video is at the forefront of digital ad spend, as marketers leverage its power to build awareness. However, effectiveness is a major concern due to fragmented buying channels and inconsistent performance metrics.

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• The Complexity Conundrum
  Linear TV offers broad reach but struggles with younger audiences and light viewers; social channels reach younger users but suffer from low attention and completion rates; YouTube and other digital platforms show mixed results with issues like weak ad relevance and variable TrueView performance.
• Multi-Touch Success
  Campaigns combining TV, digital video, and CTV have been shown to boost business effects by 54% versus 32% for TV-only strategies. This underscores the value of a unified, cross-channel approach that harnesses the strengths of each medium.

Completion is the key – and the issue!
Studies indicate that videos watched until the end drive a 15-20% lift in ad recall, brand favorability, and purchase intent. For low-involvement categories – such as CPG brands – high completion rates are critical. Yet, only 17% of ads on Meta and 59% on YouTube reach the 95th percentile for completion, compared to the more favorable performance on the Open Web.‍

Top Tips for Advertisers: How to Adapt and Win‍

• Unify your targeting strategy
  Embrace a cross-screen approach that targets the right audiences – from Gen Z to Boomers – by leveraging unified data insights and contextually relevant inventory across TV, digital, and CTV.
• Set the right media goals
  Establish clear, media goals with guaranteed outcomes, including high video completion, robust brand-performance KPIs, and CPCV buying model. Use platforms that offer guaranteed media outcomes to mitigate risks.
• Focus on high-attention placements
  Prioritize inventory that drives high attention. Ensure that your creative is not only eye-catching but also contextually placed to maximize completion and recall.
• Leverage Deep Learning for optimization
  Utilize AI-powered tools to continuously identify and secure the best performing placements, optimizing for a high VCR and attention.

At Adlook, we simplify the complex video landscape by combining unified targeting, premium inventory, and AI-driven optimization – ensuring your video campaigns are as effective as they are engaging.‍

See it in action: PayPo Case Study – AI-powered Multi-screen video

PayPo, a leading Buy Now, Pay Later provider, partnered with Adlook to boost awareness and drive engagement by leveraging AI-built contextual audiences on premium video inventory.

• Contextual audience identification with AI
  Adlook’s advanced AI technology analyzed contextual signals to build highly relevant, contextual audiences. This ensured that PayPo’s video ads reached diverse, high-value consumers across CTV, video streaming, and video-in-banner formats.
• Premium Video Placements & Optimized Engagement
  The campaign focused on securing high-quality placements to maximize key media metrics – using a CPCV video approach that guarantees completed video views. This strategic targeting enhanced viewability and engagement, ensuring that creative assets delivered maximum impact.
• Campaign Performance & Impact
  • 81.5% Viewability (111% Realization)
  • 36 AU Attention Metric (60% above benchmark)
  • 53% Above Benchmark Clicks
  • 66% Above Expectations Reach in Video
  • +51% Relative Lift in Ad Recall

By harnessing the power of contextual data and AI, Adlook delivered a high-performing, engaging video campaign that significantly boosted PayPo’s market presence and user awareness.

Trend 6: Growing importance of brand safety

Have you ever considered the real cost of your ads appearing alongside risky or inappropriate content? In the vast, fast-moving digital landscape, safeguarding your brand’s reputation has become more critical – and more complex – than ever. As programmatic advertising evolves, so do the threats of ad fraud, brand misalignment, and damaging associations with harmful content. In 2025, brand safety won’t just be a priority – it will be a cornerstone of successful advertising strategies.

• Low satisfaction with current solutions: Only 13% of marketers are highly satisfied with their brand safety measures, signaling a widespread need for more reliable and transparent solutions.
• Growing strategic impact: 40% of marketers expect brand safety to significantly influence their strategies in the coming year, underlining its importance in mitigating risks such as ad fraud and damaging associations.‍
• Verified allowlists deliver better outcomes: Verified allowlists offer a safer alternative to restrictive blocklists, ensuring ads are placed in pre-vetted, high-quality environments – research shows premium content yields 51% more attention for display ads and 140% more for video ads compared to social media. Read the full article: Why Verified Allowlists Are the Future of Brand Safety‍
• Emerging risks: Deep fakes, ads placed alongside inappropriate content, and MFA (made-for-advertising) sites pose growing threats. Advanced AI tools are essential to navigate these challenges while leveraging the benefits of diverse news subcategories.‍
• News contexts offer untapped potential: Younger audiences, aged 25-34, are 11% more likely to view brands advertising within sensitive news content positively. Furthermore, ads in news contexts show better recall rates, including a 77% boost in brand recall compared to softer news topics (IAB Report).‍

Top Tips for Advertisers: How to Adapt and Win‍

• Curation is key: With fragmented SSPs and DSPs, advertisers are consolidating partnerships and prioritizing transparency to streamline their supply chains and ensure safer ad placements.
• Leverage Context for Brand Safety and relevance
  Ensure your ads appear in environments that complement your brand values. Contextual targeting naturally supports this by matching creative messaging with relevant content, enhancing both safety and performance.

Don’t dismiss news environments: Don’t shy away from news contexts. Despite potential risks, advertising within diverse news subcategories can enhance consumer trust – 84% of news readers view such ads as trustworthy – while delivering better recall. Read the full article:Not using news context for brand safety reasons could be a huge mistake – and this is why.‍

See it in action: Christofle Case Study – Engaging Luxury Wedding Guests

Christofle, a heritage French luxury brand, faced a dual challenge: targeting affluent wedding guests with precision and safeguarding its image in a cookieless digital landscape. Through a partnership with Adlook, the campaign successfully tackled these hurdles.‍

Strategic targeting
Using a combination of contextual targeting and display ads targets via search-based signals, Christofle targeted high-spending wedding guests during peak gift-buying seasons. By focusing on luxury-related keywords, the campaign connected with the ideal audience while avoiding risky placements.‍

Interactive and multifaceted engagement
Video and display ads tailored for mobile and desktop ensured maximum reach. Interactive banners designed by Adlook Creative Lab deepened audience engagement, combining high-end visuals with functional interactivity.‍

Brand awareness evaluation
A Brand Lift Study quantified the campaign’s success, revealing a +45% improvement in brand perception and intent among its target demographic.‍

Results
By leveraging advanced AI tools, Christofle achieved 86% video viewability and an 84% success rate in aligning ads with high-quality content. These outcomes reflect precision targeting, minimized ad waste, and reinforced its image as a luxury leader. The brand successfully navigated the challenges of the digital advertising landscape, delivering measurable impact and elevating its presence in the luxury market.‍

“From the onset, the vision was clear – to reach the modern wedding guest, without losing the essence of our brand. The results were staggering and surpassed our expectations, making it evident that the fusion of our timeless brand with contemporary digital strategies is a match made in heaven.”

Pierre Leurquin, Transformation & Innovation Director, Christofle

Trend 7: The rise of Commerce Media to bridge the Retail gap

Global retail media ad spending is forecast to reach $169.5bn in 2025, growing at 10.6% YoY. While retail media excels at closing deals and converting within walled gardens using first-party transactional data, it struggles to drive broader awareness and reach shoppers across the web. This gap has paved the way for commerce media on the Open Web, which leverages insight-based targeting and a 360-degree view of shoppers to capture in-market users during their discovery phase.‍

• Dual forces fueling growth
  Retailers seek incremental revenue through advertising, and brands are leveraging retail data to enhance their own first-party insights. This synergy is driving commerce media networks to expand beyond traditional retail channels into diverse consumer touchpoints.
• Strengths and shortcomings of Retail Media
  Retail media is exceptional at closing the deal within walled gardens – thanks to precise, first-party data – but it falls short on driving brand awareness and reaching shoppers across the broader Open Web. This limitation calls for a unified approach that combines in-market targeting with extensive reach.
• The need for unified, data-driven targeting
  Marketers require insight-based targeting that can activate data-driven audiences at scale, ensuring campaigns reach in-market users when their interest is at its peak. Commerce media on the Open Web offers the flexibility to target across screens and formats, capturing intent signals beyond the confines of traditional retail platforms.
• Measurement challenges and the call for harmonization
  Unlike the closed-loop metrics in retail media, commerce media suffers from a lack of standardized measurement, creating challenges in linking performance across diverse consumer touchpoints. Brands are increasingly looking for simplicity and harmonization in measuring media outcomes while adapting to evolving consumer behaviors.
• Performance and budget insights
  Research indicates that performance measurement is paramount, with 56% of media budgets driven by measurable outcomes and a strong emphasis on testing new ad formats and targeting options. This data-driven approach underlines the importance of adopting flexible measurement frameworks to integrate new KPIs with legacy metrics.

Top Tips for Advertisers: How to Adapt and Win‍

• Embrace unified, data-driven targeting
  Leverage platforms that combine broader intent signals to identify and activate in-market audiences across multiple touchpoints – ensuring you capture consumers in the right moments and places across their consumer journey – with traditional retailers, commerce media retailers and commerce media in the Open Web for scale and precision.
• Integrate insight-based targeting into your branding campaigns
  Focus on reaching shoppers outside of walled gardens by incorporating data-driven audiences into your campaigns. Prioritize targeting strategies that blend search queries, product reviews, and competitor conquesting to engage users actively considering their purchase decisions.
• Simplify measurement with harmonized metrics
  Adopt flexible measurement frameworks that allow you to merge new commerce media KPIs with traditional metrics like page views and conversion rates. This harmonization is key to evaluating campaign performance across a fragmented media landscape.
• Collaborate for standardization
  Partner with vendors and industry leaders who are working towards standardizing commerce media. This will enable you to streamline performance evaluation and make data-driven decisions with greater confidence.

Capitalize on the discovery Stage
Recognize that consumers are most receptive when actively exploring options. Focus on capturing their interest at this stage with creative, contextually relevant placements that build brand awareness and drive incremental reach.‍

At Adlook, our unique approach to Commerce Media on the Open Web delivers scale outside walled gardens, real-time targeting, and easy activation – ensuring you connect with in-market users precisely when they’re in discovery mode. We combine unified targeting, premium inventory, and advanced AI to bridge the gap between walled gardens and the broader web, empowering your brand to reach new audiences and drive measurable results.‍

Shaping the future of digital advertising

As digital advertising evolves, the intersection of innovation, ethics, and sustainability will define the strategies of tomorrow. Brands that embrace cutting-edge technologies like AI and deep learning, prioritize attention-focused metrics, and align campaigns with sustainability goals will be well-positioned to thrive in 2025 and beyond. Adlook is your partner in navigating this transformation, offering tools that safeguard your brand, enhance campaign efficiency, and minimize environmental impact.‍

Ready to future-proof your ads?

Try Adlook today and lead the way in building a smarter, safer, and more sustainable digital future of your brand.