Proximic by Comscore Releases 2025 State of Programmatic Report
21 Gennaio 2025 - 2:30PM
Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR)
and a leading provider of audience and content targeting solutions
for programmatic activation, today released its third annual State
of Programmatic Report for 2025. A key finding shows that 72% of
respondents are planning to increase programmatic investments in
2025, demonstrating advertisers’ continued reliance on programmatic
strategies. The report also details current and emerging trends in
CTV and linear as well as digital, social and audio, offering
valuable insights for advertisers, publishers, and technology
providers.
The report reveals a significant shift to Connected TV (CTV),
which doubled its share of media budgets since 2023 to reach 28% in
2025. Nearly half of marketers increasing their programmatic CTV
budgets are reallocating funds from Linear TV, signaling a
definitive move away from traditional media and towards
digital-first streaming platforms. Meanwhile, social media and
audio/podcasts continue to receive a smaller share of overall
budgets —with social maintaining stable investment since 2023, and
audio/podcast demonstrating modest growth.
Privacy concerns also dominate, with 41% of marketers
identifying contextual targeting as their primary strategy for
navigating shrinking ID coverage and privacy regulations. More than
half (52%) plan to increase their use of contextual data in 2025,
underscoring the industry’s commitment to privacy-sensitive
approaches. Additionally, 80% of marketers emphasized the critical
need for deduplicated reach and frequency measurement in
programmatic environments, ensuring cross-channel campaigns achieve
both accurate audience targeting and measurable results.
"Our 2025 State of Programmatic Report showed dramatic year on
year industry changes as programmatic continues to gain momentum,"
said Rachel Gantz, Managing Director, Proximic by Comscore.
"Connected TV emerged as a clear winner, and privacy-focused
strategies like contextual targeting are becoming essential for
marketers aiming to deliver highly effective, privacy-centric
campaigns.”
Additional Findings:
- ID-Free strategies on the
rise: 48% of marketers anticipate primarily relying on
cookie-free targeting tactics by the end of 2025, reflecting the
urgency to adapt to changes in the privacy landscape and
diminishing identifier coverage.
- Privacy law preparedness: While 60% of
marketers feel prepared for upcoming privacy regulatory changes in
the U.S., 35% feel somewhat prepared, indicating a need for ongoing
education and support.
- AI integration gains
momentum: Marketers are increasingly turning to AI-driven
insights to enhance targeting and campaign performance, with AI
adoption seen as a key driver of programmatic growth.
For a comprehensive analysis and detailed insights, download the
full 2025 State of Programmatic Report
here: https://www.proximic.com/Insights/Presentations-and-Whitepapers/2025/2025-State-of-Programmatic-Report
About Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc.
(NASDAQ: SCOR), is a leader in programmatic targeting. Powered by
Comscore's trusted datasets and the industry's leading natural
language processing contextual engine, Proximic by Comscore enables
media buyers and sellers to maximize the scale and performance of
their campaigns. Through their innovative suite of ID-based and
ID-less audience and content targeting segments, Proximic by
Comscore supports the evolution of the programmatic ecosystem,
enabling clients and partners to continue executing impactful
advertising strategies.
Media Contact
Marie ScoutasComscore, Inc.press@comscore.com
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