Report

The Future of AdTech

AdTech is evolving from educated guesses to data-driven precision. Discover how industry leaders are reimagining digital advertising for 2025 - from generative AI and predictive analytics to privacy-first personalization.

Learn what's next as traditional tracking fades and a new era of customer intelligence emerges.

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What are the biggest challenges in AdTech right now?
What are some of the most promising AI technologies in AdTech?
How can you balance privacy with personalized advertising?
Are third-party cookies still relevant?
What advancements in attribution and measurement do you think will be most significant in the near future?
How will consumer behavior shape the future of AdTech?

Contributors

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Stuart Scott, President at Mammoth Growth EMEA

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Peter Bell, VP of Marketing, EMEA

Dio Favatas, Head of Identity Solutions and Customer Data @ Tredence Inc

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Dan McGaw, CEO at McGaw

A sneak peek...

Third-party cookies are unreliable: focus on first-party data & contextual advertising

Google is on the defensive—losing ground in advertising and search to platforms like TikTok, where younger generations now search for information. Meanwhile, OpenAI has become the default for search, challenging decades of Google’s dominance. Initially, when Google planned to phase out third-party cookies—the foundation of its ad business—it suggested alternatives like the Privacy Sandbox to enable targeted ads without relying on cookies. But regulators were concerned this could increase Google’s grip on the ad market and limit other companies’ ability to compete and collect data.

These decisions don’t change Apple’s stance, though. Apple is still pushing privacy, taking a firm stand on user data. Apple will continue to fight for its point of view, and that doesn’t seem likely to change. Apple wants to block any tracking by other companies, further strengthening its moat for services like Apple Music, Apple TV, and its powerful marketing campaigns. This has created a “dichotomy of chaos” as companies take diverging paths.

The future? Success in a cookie-less world will belong to companies that embrace first-party data and contextual advertising. By using your own UTMs with custom parameters, you can circumvent much of the data loss caused by the end of third-party tracking.