Executive Summary of the Programmatic Ads Market (H1 2025)
The global programmatic advertising market continued its growth trajectory in the first half of 2025, with total spending reaching $135.2 billion, a 12.4% increase YoY compared to H1 2024 (Statista). This growth was driven by:
- Expanding mobile usage
- Increased investment in video formats by ad networks
- Widespread adoption of AI in RTB and optimization engines
- Early adoption of cookieless targeting solutions by SSPs and ad networks
Meanwhile, average CPMs increased by 4.7% globally, with North America seeing a rise from $1.82 to $1.96 and APAC markets, notably Vietnam and the Philippines, experiencing even higher growth (up to 8%) (ROI Revolution).
Key Trends That Defined H1 2025
1. AI-Powered Optimization Across Ad Networks
AI is now integrated into almost every major ad network and DSP. From real-time bidding decisions to creative optimization and fraud detection, AI continues to shape programmatic performance. According to a recent GumGum and Digiday study, 78% of advertisers and publishers have implemented or plan to implement AI tools for programmatic ad decisioning by the end of 2025.
Networks like Google Ad Manager, Xandr, and Pubfuture launched predictive fill rate tools, while others integrated contextual AI to refine user targeting in real time.
2. Video Ads Drive Growth for Ad Networks
Spending on video advertising grew around 16–18% YoY, largely propelled by mobile, social, and Connected TV (CTV). According to IAB, digital video ad spend rose 18% in 2024 to $64 billion, with projected growth of 14% in 2025 to reach $72 billion (MarTech).
- CTV experienced a 16% YoY lift
- Social video surged 21%, and online video rose 17%
Ad networks like The Trade Desk and Pubfuture reported that publishers with multi-video format support (in-stream, out-stream, rewarded) earned up to 30–45% higher RPM.
Viewability is also trending upward:
- Desktop video viewability reached 83.9% globally (AVIA)
- In APAC, viewability improved from 69.2% to 88.9% (Mi3)
3. Privacy Push and Cookieless Innovation by Networks
With cookie deprecation approaching in Q4 2025, ad networks pushed aggressively into privacy-first solutions:
- 43% of campaigns leveraged first-party data
- 28% used contextual intelligence
- 19% implemented clean room or hashed ID solutions (Exchange4Media)
Networks like Pubfuture, Index Exchange, and Magnite now offer full-stack cookieless monetization and support for server-side tagging.
4. Regional Network Performance: Emerging Market Surge
Southeast Asia saw ad network revenues rise 18%, fueled by gaming, utility app, and news publishers. LATAM followed closely. According to Insivia, top-performing geos for ad network ROI included:
- United States – Mature programmatic ecosystem with high CPM floors
- India – Expanding access to video inventory and low-cost impressions
- Vietnam – High CTRs from interstitial and in-app formats
- Brazil – Retail and lifestyle sites showed strong return
- Indonesia – Growing rewarded video and click-to-install formats
H2 2025 Outlook for Ad Networks
1. Q4 Revenue Spike Expected
Ad networks forecast a 15–25% jump in CPMs for Q4. Retail, travel, and CPG campaigns are expected to drive peak spend. Networks that manage direct demand (e.g., Pubfuture, Criteo) are expected to outperform open exchange-only SSPs.
2. Video and Interactive Formats Dominate
Expect more innovation in:
- Native rewarded video
- In-game interactive ads
- Dynamic CTV creatives
Networks supporting these formats will win a larger share of Q4 budgets.
3. Cookieless Targeting Will Be the Default
Networks without a full cookieless stack may lose demand. Key capabilities include:
- Server-side tagging (S2S)
- Identity graphs or FLoC alternatives
- First-party DMPs
4. Direct Publisher-Network Relationships Rise
Publishers are increasingly preferring managed services or curated SSPs over open RTB. This favors networks offering:
- Direct advertiser campaigns
- Transparent reporting
- Dedicated optimization teams
Publisher Recommendations
- Work with full-stack ad networks: Prefer networks like Pubfuture that offer RTB, direct demand, and header bidding in one place — How to Maximize Ad Revenue in 2025 with Header Bidding
- Focus on viewability: Optimize placements for max in-view time — Why Viewability Matters More Than Ever
- Adopt multiple video formats: Especially CTV and rewarded video — Best Video Ad Formats for Mobile Publishers in 2025
- Collect and activate first-party data: Prepare for cookie deprecation early — Cookieless Advertising: How Publishers Can Prepare
Demand Partner Recommendations
- Seek high-quality inventory: Prioritize networks with fraud protection, viewability, and first-party segments
- Run contextual and vertical-specific buys: News, gaming, and education are top verticals in 2025
Why Pubfuture Is a Top Ad Network Partner
Pubfuture supports 5,000+ publishers across 40+ countries with:
- Direct demand access from premium brands
- Cookieless tech including server-side tagging and hashed identity
- RPM boosts of 20–50% through advanced optimization
- Local support teams for custom strategies by region
Conclusion
The first half of 2025 confirmed the strength of ad networks with advanced targeting, diversified demand, and cookieless readiness. As Q4 approaches, the winners will be those who combine innovation with transparency.
📈 Grow smarter with Pubfuture — your partner in high-performance programmatic.
