Comscore’s State of Programmatic 2025 Survey

COMSCORE case 2025 program Data based on the survey that reveals the place where the advertising budgets are running in 2025 (Think CTV), the extent of the speed of the marketers turning into cookies (48 % free of cookies by the end of 2025), and what CTV ads are well (Brand) and not good (performance). It is a free download and deserves your time to recover and digest.

CTV

One of the most amazing results of the report is the rapid growth of CTV advertisement. The average budget for CTV is expected to double from 14 % in 2023 to 28 % in 2025, with funds for allocating from linear TV, the Internet and a mobile phone to take advantage of this prosperous channel. This trend is fed by increasing the popularity of broadcasting services and the decline in traditional TV scenes, as consumers cut the rope and adopt the consumption of digital content.

What this means for you: It is clear that your colleagues embrace CTV. Before adjusting your budget to keep up with Joneses, continue reading to learn more about how to use CTV.

CTV identity crisis: brand strength or performance player?

Interestingly, although CTV suffers from explosive growth, it seems that there is a separation between its perceived strengths and its ability to market performance. 80 % of marketers. CTV as the best channel to achieve brand goalsHowever, only 20 % believe it is suitable for performance marketing goals, that is, direct sales driving. This contrast is confusing, given that, according to the report, CTV includes a high percentage of impressions with known identifiers (89 %), which theoretically in theory is a strong competitor to campaigns towards performance.

Several factors can contribute to this separation. Measurement challengesThe concentration in the construction of the brand of the Overlves of the CTV, the restrictions of creative coordination, the restrictions of the inventory, and the visual industry perceptions that may all play a role. Since the possibilities of measurement and targeting CTV are mature and marketers acquire more experience with the channel, we may see a shift in how CTV realizes and used it to market performance.

What this means for you: 80 % of your colleagues believe that CTV is a great tool for brands, but only 20 % see it as a performance marketing tool. This is interesting, given this Multiple studies have found QR codes And other interactive ads are very effective for driving transfers. Perhaps this is an arbitration opportunity available for exploitation; It is better to be the only advertisement with a quick response code than one of the many.

The shift towards targeting free of cookies

Another major trend is highlighted in the report, which is the shift towards targeting tactics free of cookies. With the disappearance of third -party cookies and the rise of privacy regulations, marketers actively search for alternative solutions to maintain the effectiveness of targeting. By the end of 2025, 48 % of the marketers are expected to rely primarily on the tactics free of cookies, such as contextual targeting and the first -party data strategies.

As you know, contextual targeting allows advertisers access to the masses based on the content they consume, while the first -party data strategies benefit from the data collected directly from consumers, and ensure compliance with privacy while maintaining accuracy of the targeting. When evaluating the poll conclusion that contextual targeting will be the main strategy for investigative participants in 2025, keep in mind that the nearby COMSCORE service, which sponsors the survey and the report, provides.Contemporary targeting, re -vision.“

The end of the world leads the cookie pushing for context.

This trend is more paid than before A decrease in identity -based impressionsAs 54 % of the impressions of mobile devices and 36 % of desktop impressions lack identifiers from late 2024. CTV impressions also face challenges, with 11 % lacking identity, with a focus on the need for privacy -focused solutions to reach the masses Effective. These transformations reflect a practical response to the increasing difficulty in using traditional identity -based methods.

What this means for you: If you are not really thinking about how to target your ads without cookies, you are behind the curve. Almost half of your colleagues are already using tactics free from cookies. There are a number of different ways to do this, including contextual targeting and first -party data strategies.

Arrival and frequency dedicated: Comscore ring on collars

Spatial access appears to be like the moment “Ring Around the Twher hereand hereand hereAnd here). By highlighting the survey problem that your service (and your service only, as you frame it) promises a solution, you have been able to put the dedicated access as an important discrimination.

While the problem is undoubtedly important in the fragmented advertising scene today, it should be noted that most services already provide unique census or tools to manage access and frequency via platforms. The real challenge – and where comscore aims to stand out – is in access to widely varying ecosystems. This distinction makes it a stadium for marketing and providing real value to advertisers who move on increasingly complex campaigns.

What this means for you: Ensure that the programming partners provide you with special access and frequency measures. These scales are necessary to understand how to perform your campaigns and improve them for success.

conclusion

The Comscore of Programmatic 2025 report provides invaluable visions in the forces that make up the future of the software ad. The main fast food of the report emphasizes the increasing importance of CTV, the shift towards targeting tactics free of cookies, the increased focus on allocated access and frequency measurement. The marketers who are at the forefront of these trends and adapting their strategies will be according to this in a good position to flourish in the continuous sophisticated programming scene.

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