
Proximic by Comscore Releases 2025 State of Programmatic ReportKey Findings Highlight Continued Growth in Programmatic Advertising, Shift from Linear TV to CTV, and Emphasis on Privacy-Centric Strategies
NEW YORK, NY., January. 21, 2025 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.
Audience targeting is expected to face the greatest impact:
61% of respondents expect audience targeting to bear the brunt of privacy law impacts, with 60% adjusting their targeting strategy to accommodate data privacy laws and 59% re-evaluating targeting datasets to comply with new laws.
For a comprehensive analysis and detailed insights, download the full 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 Comscores trusted datasets and the industrys 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
Marie Scoutas
Comscore, Inc.
press@comscore.com
Europe Stories
07/02/2025
Participants now have an extra week in which to submit their synopses for the programme
By Matthew Corrigan
Published: February 7, 2025
Participants now h...
07/02/2025
The HETV figures represent almost two thirds of the overall UK production spend
By Matthew Corrigan
Published: February 7, 2025
The HETV figures represent...
07/02/2025
As we celebrate our 110th anniversary this year, we reflect on a century-long legacy of innovation and excellence across VFX, animation, advertising, and games....
07/02/2025
Kiefer Sutherland and Rebel Wilson bring festive laughs to Sky Original film Tin...
07/02/2025
The world of business and marketing never stands still. Can you spare us a few moments to take part in our marketing survey and tell us what's happening in...
07/02/2025
Our heart beats with LA The recent wildfires in Los Angeles County have caused immense loss and devastation. As a company rooted in this community, with our U...
07/02/2025
The Football Association of Ireland and RT have agreed a new deal for live cove...
06/02/2025
Spotify and Warner Music Group (WMG) today announced a new, multi-year agreement, which covers both recorded music and music publishing. Through the deal, the t...
06/02/2025
Spotify listeners around the world have embraced our Audiobooks in Premium offering, and we continue to grow our catalog of titles to give them more options to ...
06/02/2025
Our aim is to bring great audiobooks to as many people as possible, and we'r...
06/02/2025
Revolutionizing emergency response through cutting-edge satellite technology
He...
06/02/2025
6 RULES TO LIVE BY Arguably the top priority for media businesses in 2025 is to reduce operational costs. But that's easier said than done when you're f...
06/02/2025
DataCore CEO Dave Zabrowski tells TVBEurope the deal will add the missing link ...
06/02/2025
The TVBEurope category recognises broadcast-grade technology products on show in Barcelona
By TVBEurope Staff
Published: February 6, 2025
The TVBEurope ca...
06/02/2025
Tahar Rahim and Izuka Hoyle to star in high-stakes Sky Original action-thriller ...
06/02/2025
Sky Kids unveils new slate of fresh adventures and returning favourites for 2025Thursday 6 February 2025
Sky Kids is unveiling an exciting slate of brand-new o...
06/02/2025
It was all eyes on Malta for ICG's annual conference this year a weekend of togetherness, wellness and relaxation.
From the UNESCO world heritage site of...
06/02/2025
Oxford, U.K., 6 February 2025 New research from Oxford Economics, published to...
06/02/2025
Arvato Systems in Certification Process for New GWA Software
Next milestone reached
G tersloh - Arvato Systems has completed the initial audit for the certif...
06/02/2025
Facebook
Twitter
LinkedIn
With this first satellite supply contract, NIBE ...
06/02/2025
Facebook
Twitter
LinkedIn
Thales, a global leader in advance technologies,...
05/02/2025
Investing in the future of music means investing in the next generation of artis...
05/02/2025
Supporting emerging artists is woven into Spotify's DNA, and we're ampli...
05/02/2025
Apoyar a los artistas emergentes est entretejido en el ADN de Spotify, y estamo...
05/02/2025
Speaking exclusively to TVBEurope, four of its experts weigh in on the IBCs role in fostering innovation, the technological shifts on the horizon, and why sport...
05/02/2025
Vincent Noyer, director of product marketing at LYNX Technik, tells TVBEurope how remaining engaged and proactive leads to opportunities for growth
By Matthew ...
05/02/2025
Puerto Rican broadcaster Telecinco Media selects the Rohde & Schwarz liquid-cool...
05/02/2025
Facebook
Twitter
LinkedIn
Thales' Board of Directors (Euronext Paris: HO) which met on February 4, 2025, coopted as a Board member Val rie Guillemet, ...
05/02/2025
RT is today publishing a statistical summary from the Register of External Activities for the third quarter of 2024.
The RT Register of External Activities (...
05/02/2025
Here is your host, Patrick Kielty!
This Friday night Eurovision royalty Linda Martin, Niamh Kavanagh and Eimear Quinn will come together for the first time to ...
05/02/2025
Laura Marling, Lisa O'Neill, James Dean Bradfield, Jacob Alon, Bashy, Morgana and more to feature in Other Voices Series 23 this Spring
RT 2 & RT Player |...
04/02/2025
Today, we announced our fourth quarter 2024 earnings, closing Q4 stronger than ever by outperforming across key metrics and celebrating our first full year of p...
04/02/2025
Idag rapporterar vi int kter f r fj rde kvartalet 2024. Vi avslutade Q4 starkare n n gonsin genom att vertr ffa f rv ntningarna p v ra nyckeltal och kan d rm...
04/02/2025
As a technology-based company and one of the worlds leading companies in the development and production of carbon-based solutions, SGL Carbon opts for innovativ...
04/02/2025
Ground segment technology innovator appoints new CTO to execute bold technological vision
Herndon, Va., February 4, 2025 ST Engineering iDirect, global leade...
04/02/2025
The shift from analogue to IP was driven by a desire for greater flexibility in our operations. IP simplifies connectivity, reduces the physical footprint of th...
04/02/2025
Streamline, standardise and save: how Gray Media has simplified news operations At TVNewsCheck's News Tech Forum 2024, Gray Media's Peter Gogas and Calr...
04/02/2025
Boston, MA-February 4, 2025 | Bending Spoons, the Italy-based technology company, completed its previously announced acquisition of US-based streaming technolog...
04/02/2025
Explaining the process to TVBEurope, Del Bravo said the films look was inspired by the Technicolor three-strip' process, evoking the rich colours of early ...
04/02/2025
An update on our TV and broadband pricesTuesday 4 February 2025
An update on our TV and broadband prices
Devesh Raj, Chief Operating Officer, Sky
This April,...
04/02/2025
Sky extends partnership with the PDC to remain the home of darts until 2030Tuesday 4 February 2025
Following another record-breaking PDC World Darts Championsh...
04/02/2025
Frankfurt is the world's first airport to regularly use walk-through scanner...
04/02/2025
Wuppertal February 4, 2025
Riedel Unveils Next Generation of StageLink Edge DevicesRiedel Communications today announced the launch of its StageLink family of...
04/02/2025
Fox Corporation Reports Second Quarter Fiscal 2025 Financial Results NEW YORK, NY, February 4, 2025 - Fox Corporation (Nasdaq: FOXA, FOX; FOX or the Compan...
04/02/2025
DPA Microphones is moving into the wireless market with the release of its new N-Series Digital Wireless System at ISE 2025 (Stand 7P600). A fully digital, true...
04/02/2025
CUPERTINO, CALIFORNIA Apple today introduced Apple Invites, a new app for iPhone that helps users create custom invitations to gather friends and family for any...
04/02/2025
Facebook
Twitter
LinkedIn
Thales Alenia Space strengthens its cooperation with the UAE as a key partner in future space missions
Cannes, February 4th, 20...
04/02/2025
We're thrilled to announce that applications for the 2025 RT Internship Programme are now open....
04/02/2025
Jack Woolley topped the leaderboard in what was an emotional night on Dancing with the Stars, as the remaining nine couples took to the floor for Dedicated Danc...
03/02/2025
If you're one of the many Swifties living in Asia, you're in for a treat...