2025 Predictions: Innovation

As we move towards 2025, the pace of innovation across the media and ad tech industries is accelerating. From artificial intelligence to CTV, these innovations present both opportunities and challenges.

Emerging technologies such as generative AI are reshaping content creation and personalisation, while advancements in privacy-first solutions are redefining trust and transparency.

We asked the industry what key innovations they think are set to shape 2025 and beyond…

End-to-end solutions will become essential for optimising performance and monetisation

CTV advertising will continue to grow for at least the next 3 years. With consumer preferences favouring on-demand content and connected viewing experiences, the erosion of traditional broadcast and cable television will accelerate, creating a battle for survival through M&A and consolidation. Streaming-first platforms like Netflix and Hulu continue to grow, while CTV ad platforms capture redirected ad spend.

However, smaller broadcasters and agencies tied to linear TV struggle to stay afloat. This reshaping of the video ecosystem positions premium content owners, CTV platforms, and ad tech companies as key players in a high-stakes power struggle for dominance. Cable spinoffs will create new opportunities for legacy media companies to invest into streaming video without overhang. As streaming consumption soars, end-to-end solutions that combine content delivery, ad serving, and data insights will become essential for optimising performance and monetisation.

Mike Caprio, SVP SM, Global Advertising, JWP Connatix