From AI to Sustainability: The Adtech Shifts to Watch from Ogury’s CEO Geoffroy Martin

There’s never a dull moment in advertising - and 2025 will be no exception. In a recent article for Forbes, Geoffroy Martin, CEO of Ogury, reminds us why advertising remains one of the most dynamic industries to be in with his take on four key trends currently shaping the industry. Here’s a quick look at what’s driving change - and why it matters. 

Marketers will go back to the future

A new privacy paradigm is here - and with it, the industry should return to advertising fundamentals with a modern twist. AI-powered tools will streamline campaigns' set-up, launch and optimization without relying on hyper-targeting. Savvy advertisers will combine old-school techniques like thoughtful media planning with new technologies prioritizing privacy, such as attention measurement. 

The battle between publishers and AI search will heat up

AI-powered search solutions are creating friction for publishers by summarizing information and reducing the need to click through to publisher websites. While these innovations offer user convenience, they pose a real threat to publishers’ ad revenue and are exacerbated by the emergence of services incorporating ads into AI-driven search. Striking a balance between AI advancements and publishers’ longevity will prove essential. 

Video spend will accelerate further 

Connected TV (CTV) and the growing success of ad-supported tiers on streaming services will drive brands to prioritize digital videos in their video budgets. While an exciting opportunity, these platforms risk becoming “walled gardens” with limited transparency. Advertisers will seek to amplify their campaigns’ impact by expanding them to the broader open web, while publishers that invest in video capabilities will likely reap the benefits.

Cutting Made-For-Advertising sites will be key for sustainability

Made-For-Advertising websites, designed to attract ad dollars rather than genuine audiences, generate vast volumes of low-quality impressions that fail to engage consumers and significantly contribute to unnecessary carbon emissions. By shifting investments towards high-quality placements, the industry can cut financial waste while reducing the industry’s environmental footprint. 

For a deeper dive into these trends and their implications, check out the full article from Geoffroy on Forbes: AI, Identifiers and Video: Looking Forward to 2025.