Proximic by Comscore Releases 2025 State of Programmatic Report

Core Insights - The 2025 State of Programmatic Report indicates a strong growth in programmatic advertising, with 72% of marketers planning to increase their investments in this area [1][4] - A significant shift towards Connected TV (CTV) is noted, with its share of media budgets doubling since 2023 to 28% in 2025, as marketers reallocate funds from Linear TV [2] - Privacy-centric strategies are becoming essential, with 41% of marketers identifying contextual targeting as their primary approach to navigate privacy regulations [3] Programmatic Advertising Trends - 72% of respondents are set to increase programmatic investments in 2025, highlighting the ongoing reliance on programmatic strategies [1] - CTV has emerged as a dominant platform, with nearly half of marketers increasing their programmatic CTV budgets by reallocating from Linear TV [2] - Social media and audio/podcasts are receiving smaller shares of budgets, with social media investments remaining stable since 2023 and audio/podcasts showing modest growth [2] Privacy and Targeting Strategies - 41% of marketers are focusing on contextual targeting to address privacy concerns, with 52% planning to increase the use of contextual data in 2025 [3] - 80% of marketers emphasize the need for deduplicated reach and frequency measurement in programmatic environments to ensure effective audience targeting [3] - 48% of marketers expect to rely primarily on cookie-free targeting tactics by the end of 2025, reflecting the urgency to adapt to privacy changes [6] AI and Regulatory Preparedness - AI-driven insights are increasingly being utilized by marketers to enhance targeting and campaign performance, seen as a key driver of programmatic growth [6] - 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 [6]