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
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
16/07/2026
June brought stabilization to the television market. Poles spent an average of 3 hours and 36 minutes a day in front of their TV screens exactly the same as i...
16/07/2026
Glensound returns to IBC with a major new addition to its intelligent loudspeaker range, the Greater Divine Supernal studio monitor, alongside recent developmen...
16/07/2026
33 leading exhibitors are taking part in the GREAT Britain and Northern Ireland Pavilions and linked locations across IBC2026 (Amsterdam RAI, 11 14 September)...
16/07/2026
Hitomi Broadcast will introduce Spectra, a new HDR colour verification solution measured in picture, not using VPID, at IBC2026 (Hall 10, Stand A40). Expanding ...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Zixi, a leader in live video delivery and workflow orchestration, and Comcast Technology Solutions (CTS) today announced a strategic new integration to deliver ...
16/07/2026
Blackmagic Design Cameras Capture Immersive Flight for New Cirrus App
Brie Clayton July 15, 2026
0 Comments
Leader in Personal Aviation taps URSA Cin...
16/07/2026
XenData Announces LTO Archive Appliances with both File and S3 Object Storage In...
16/07/2026
Onimusha: Way of the Sword is coming to GeForce NOW at launch, with the playable...
16/07/2026
Together the semi-finals had a combined reach of 1.98 million unique individuals...
15/07/2026
The 2026 FIFA World Cup is a big deal for DAZN, which has distribution rights in three markets: Italy, Spain, and Japan. Each requires a different editorial app...
15/07/2026
As sports-media organizations manage rapidly growing content libraries and incre...
15/07/2026
HBS director of digital Johannes Franken talks SVG Europe through the operation built to serve FIFA World Cup 2026 rights holders remotely from Stratford, east ...
15/07/2026
IBC has unveiled the conference program for IBC2026, with this year's event ...
15/07/2026
Software-defined wideband RF platform supports 96-kHz monitoring, streamlined fr...
15/07/2026
New AI-powered module enables broadcasters and content owners to extract dialogu...
15/07/2026
Weeklong gathering at EBU headquarters will test new IPMX capabilities and expand certified product ecosystem...
15/07/2026
Force Tech has announced the appointment of Bryan Adams, CTS, as Vice President of Integration. Adams will oversee AV and broadcast integration project delivery...
15/07/2026
USA Sports has announced an exclusive English-language agreement with the Bundes...
15/07/2026
ITV Sport's FIFA World Cup 2026 coverage has been produced from one of the m...
15/07/2026
Program will provide professional camera kits, training, and technical support to participating local newsrooms...
15/07/2026
San Francisco church becomes first U.S. deployment of the 2 M/E production switcher...
15/07/2026
Former ESPN and NFL Network executive to advise startup league on media, distribution, technology, and fan engagement...
15/07/2026
The Houston-based RSN is the live-game home of the Astros and Rockets...
15/07/2026
Launched alongside new FreqSoft installer
Designed to bridge the gap between hardware and software, Freqport's FreqInOut FO1 unit provides a simple way ...
15/07/2026
Save up to 55% on software until 23 July 2026
Expressive E have just launched their Summer Offer sale, with discounts of up to 55% now applied across their ...
15/07/2026
Real-time stem-separation tool updated
zplane have recently released a new and improved version of their real-time stem-separation plug-in which they say ma...
15/07/2026
A new benchmark in bass enhancement
Described as a new benchmark in bass enhancement , Baby Audio's latest release has been designed to augment the lo...
15/07/2026
DMC Production's AR 1 and AR 2 units reverse the conventional OB workflow, keeping all production-critical processing at the venue while operators work remo...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
General-purpose robots and autonomous machines are moving from research labs to ...
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
