Reflecting on 2025: What It Means for Future Demand Generation

A Look Back: Key Ad Tech Trends of 2025

As the curtain falls on 2025, many in the ad tech industry reflect on a year that presented both challenges and opportunities. Chris Kane, founder of Jounce Media, brought his expertise to a recent LinkedIn Live discussion, where he highlighted pivotal trends that shaped the programmatic landscape this year. Let’s explore these insights to prepare for the new year.

The Reselling Revolution: Understanding the Numbers

Kane revealed insights from Jounce’s recent supply chain research, indicating that today’s publishers are not just adjusting to changes, but are also navigating a complicated maze of programmatic partners. With an average of 25 to 26 SSPs (Supply-Side Platforms) integrated into their operations, publishers authorize around 16 or 17 of these to conduct resold auctions. Impressively, nearly 40% of display auctions and 28% of video auctions rely on this resold inventory. The lesson here? Reselling remains crucial for monetization, but it comes with its limitations as significant DSPs impose stricter regulations.

However, advertisers should not rush to flood pages with ads to maximize profits. Kane suggests an optimal balance of 5 to 8 impressions per user per minute, emphasizing that less can sometimes mean more. Finding this equilibrium not only enhances revenue potential but also maintains the quality perception of ad inventories among buyers.

The Google Antitrust Trial: Implications for 2026

The ongoing Google antitrust trial serves as one of the pivotal talking points of the ad tech landscape. Kane discussed how while he doesn't anticipate monumental structural changes, potential behavioral remedies could shift the marketplace dynamics. With the possibility of Google decoupling its Ads demand from Ad Manager, publishers could find themselves with newfound freedom to explore alternative ad servers, enhancing competition.

Moreover, the trial has sparked discussions about Transaction IDs (TIDs), which aim to alleviate concerns about auction duplication. The fierce debate surrounding these IDs highlights the industry's commitment to addressing fraud while maintaining transparency in ad transactions. For publishers, the judicious use of TIDs could forge stronger relationships with buyers looking for accountability in their ad spend.

Future Predictions: What’s Next for Ad Tech?

Looking ahead, industry experts predict that 2026 will be a pivotal year for ad tech innovation. With advancements in AI, industry players will increasingly rely on data-driven strategies to bolster demand generation and branding efforts. Companies adapting to these changes will likely find themselves at the forefront of customer acquisition strategies.

As the ad tech ecosystem evolves, businesses must remain vigilant about compliance and transparency, especially with regulatory scrutiny increasing globally. Understanding this landscape is crucial for business owners aiming to navigate their operations successfully in the upcoming year.

Take Action: Adapt and Thrive

As we transition into 2026, it’s clear that the challenges facing the ad tech industry shouldn’t be viewed as obstacles but as opportunities for growth. By adjusting strategies towards effective demand generation, embracing new technologies, and remaining adaptable in their operations, business owners can set themselves up for success. Keep an eye on developments surrounding Google’s antitrust case, as its outcomes may very well influence the future of your advertising strategies.

Get ahead of the curve and rethink your marketing tactics today! Are you ready to redefine your branding approaches and enhance lead generation strategies? Start examining your options now before 2026 is upon us.