Nick Whitfield, CEO, Covatic
As we look to 2025, it’s clear that notable shifts are steadily shaping the future of the adtech industry. From advancements in advertising technologies to evolving priorities in sustainability and data privacy, this year will bring thoughtful progress.
Here’s a brief look at four key areas anticipate will see meaningful development:
Retail Media Data Matching Breakthroughs
Over the last three to four years, the digital audio landscape has experienced a substantial shift, driven by the rise of first-party data-led targeting. By mid-2025, we expect to see the launch of the first retail media-targeted digital audio campaigns, made possible through innovative data-sharing partnerships between Retail Media Networks (RMNs) and radio publishers. This evolution is set to redefine how brands connect with consumers in this dynamic medium. The UK’s three major commercial radio publishers, which now require user logins for access, collectively account for the majority of commercial radio audiences. This shift has unlocked a wealth of consented user data that is highly valuable to brands such as Nectar or Clubcard. These businesses are no strangers to data sharing and matching with publishers. Retail Media Networks, projected by IAB UK to reach £1 billion in ad spend this year, present a real opportunity for innovation.
With the right partnership, these RMN businesses could connect consented listeners directly to loyalty card users. This breakthrough would mark the beginning of hyper-relevant, highly personalised audio advertising—a first for the radio industry.
Breaking New Ground in CTV Advertising
Connected TV (CTV) is poised for a year of significant change. Traditionally, targeting has been the primary focus in advertising. However, in 2025, "addressability" will redefine the landscape, emerging as a transformative force. In the coming months, Covatic will extend its innovative technology beyond mobile, web, and audio platforms to embrace "individual addressability" in CTV. Helping advertisers to engage audiences on CTV in a way that is compelling, commercially effective, and prioritises privacy.
Recognising CTV as a game-changer in the advertising ecosystem, we have leveraged our technology to revolutionise viewer identification. Our approach learns the number of anonymous individuals within a household and identifies who is watching TV at any given time—all without relying on cross-platform identifiers or data sharing. Advertisers are empowered with advanced tools to deliver more precise targeting, implement effective frequency capping, and enhance measurement accuracy—essential steps to ensure TV advertising remains competitive in a market dominated by the granular personalisation offered by platforms like Meta and Google.
By bridging the gap between traditional TV advertising and the precision of digital platforms, we are set to drive new standards for what’s possible in the CTV space this year and beyond.
Regulatory Shifts in Digital Advertising
Regulations continue to shape the future of digital advertising. Key movements, such as Google’s long-anticipated cookie deprecation and ongoing debates around data privacy, will push the industry toward less ID-reliant strategies. While these shifts may disrupt traditional audience targeting, they also open doors for innovation. Expect to see a rise in alternative solutions that balance effectiveness and privacy, as platforms, advertisers, and publishers adapt to the growing demand for user-first strategies. This regulatory pressure will challenge businesses to rethink their approaches, fostering a healthier and more respectful digital advertising ecosystem.
Sustainability as a Core Business Strategy
Sustainability will remain a central priority across industries in 2025, evolving beyond environmental impact to encompass inspired frameworks like B Corp certification. Businesses are embedding sustainability into their core strategies, not just as an ethical responsibility but as a catalyst for innovation and trust. As frameworks like B Corp certification gain prominence, sustainability is transforming into a powerful driver of operational strategy, marking a long-term shift in how companies foster trust and push the boundaries of innovation.
As we look ahead, it’s a chance to reflect, adapt, and make meaningful strides. While changes may be gradual, they set the stage for steady improvement for both advertisers and consumers. I’m encouraged by the opportunities that lie ahead and remain committed to supporting an advertising landscape that champions innovation, fosters trust, and nurtures meaningful consumer connections. Bring on 2025!
As we look to 2025, it’s clear that notable shifts are steadily shaping the future of the adtech industry. From advancements in advertising technologies to evolving priorities in sustainability and data privacy, this year will bring thoughtful progress.
Here’s a brief look at four key areas anticipate will see meaningful development:
Retail Media Data Matching Breakthroughs
Over the last three to four years, the digital audio landscape has experienced a substantial shift, driven by the rise of first-party data-led targeting. By mid-2025, we expect to see the launch of the first retail media-targeted digital audio campaigns, made possible through innovative data-sharing partnerships between Retail Media Networks (RMNs) and radio publishers. This evolution is set to redefine how brands connect with consumers in this dynamic medium. The UK’s three major commercial radio publishers, which now require user logins for access, collectively account for the majority of commercial radio audiences. This shift has unlocked a wealth of consented user data that is highly valuable to brands such as Nectar or Clubcard. These businesses are no strangers to data sharing and matching with publishers. Retail Media Networks, projected by IAB UK to reach £1 billion in ad spend this year, present a real opportunity for innovation.
With the right partnership, these RMN businesses could connect consented listeners directly to loyalty card users. This breakthrough would mark the beginning of hyper-relevant, highly personalised audio advertising—a first for the radio industry.
Breaking New Ground in CTV Advertising
Connected TV (CTV) is poised for a year of significant change. Traditionally, targeting has been the primary focus in advertising. However, in 2025, "addressability" will redefine the landscape, emerging as a transformative force. In the coming months, Covatic will extend its innovative technology beyond mobile, web, and audio platforms to embrace "individual addressability" in CTV. Helping advertisers to engage audiences on CTV in a way that is compelling, commercially effective, and prioritises privacy.
Recognising CTV as a game-changer in the advertising ecosystem, we have leveraged our technology to revolutionise viewer identification. Our approach learns the number of anonymous individuals within a household and identifies who is watching TV at any given time—all without relying on cross-platform identifiers or data sharing. Advertisers are empowered with advanced tools to deliver more precise targeting, implement effective frequency capping, and enhance measurement accuracy—essential steps to ensure TV advertising remains competitive in a market dominated by the granular personalisation offered by platforms like Meta and Google.
By bridging the gap between traditional TV advertising and the precision of digital platforms, we are set to drive new standards for what’s possible in the CTV space this year and beyond.
Regulatory Shifts in Digital Advertising
Regulations continue to shape the future of digital advertising. Key movements, such as Google’s long-anticipated cookie deprecation and ongoing debates around data privacy, will push the industry toward less ID-reliant strategies. While these shifts may disrupt traditional audience targeting, they also open doors for innovation. Expect to see a rise in alternative solutions that balance effectiveness and privacy, as platforms, advertisers, and publishers adapt to the growing demand for user-first strategies. This regulatory pressure will challenge businesses to rethink their approaches, fostering a healthier and more respectful digital advertising ecosystem.
Sustainability as a Core Business Strategy
Sustainability will remain a central priority across industries in 2025, evolving beyond environmental impact to encompass inspired frameworks like B Corp certification. Businesses are embedding sustainability into their core strategies, not just as an ethical responsibility but as a catalyst for innovation and trust. As frameworks like B Corp certification gain prominence, sustainability is transforming into a powerful driver of operational strategy, marking a long-term shift in how companies foster trust and push the boundaries of innovation.
As we look ahead, it’s a chance to reflect, adapt, and make meaningful strides. While changes may be gradual, they set the stage for steady improvement for both advertisers and consumers. I’m encouraged by the opportunities that lie ahead and remain committed to supporting an advertising landscape that champions innovation, fosters trust, and nurtures meaningful consumer connections. Bring on 2025!