MUMBAI: What’s next for digital publishers navigating the turbulent AdTech seas?
VDO.AI, a global AdTech powerhouse, has released its much-anticipated "2025: The Year of Publisher Profitability" report, packed with actionable insights to help publishers scale revenue in the face of industry challenges. If you thought the digital ad landscape couldn’t get any trickier, think again—this report doesn’t just highlight the hurdles but lays out the tools to leap over them.
Did you know mobile advertising accounted for over 60 per cent of digital ad revenue in 2024, hitting a jaw-dropping $400 billion? In 2025, this figure is projected to grow even more, with native ads stealing the show. With advanced targeting and contextual alignment, native ads are expected to deliver 15-20 per cent higher revenue growth. For publishers, this isn’t just a trend; it’s a revenue revolution.
Want to know the secret sauce for better profitability in 2025? The report points to premium ad formats like video and native ads as game-changers. Rewarded ads—those interactive, opt-in ads that users love—are set to drive a 30 per cent revenue increase alongside an 18 per cent jump in eCPM.
What about interstitial ads? Brace yourself. With improved strategies and placements, these full-screen gems could make up more than 70 per cent of ad revenue in 2025. Are you ready to take your ad strategy up a notch?
Despite the usual mid-year dips, VDO.AI forecasts a 20 per cent year-over-year increase in global ad spend for Q1 2025. By Q4, this figure is expected to climb to a stellar 23 per cent. The big question is: are publishers equipped to ride this wave of growth?
VDO.AI chief business officer Akshay Chaturvedi puts it best, "2025 ushers in a transformative era for publishers, demanding resilience and strategic evolution. This report provides actionable insights to navigate CPM challenges, optimise premium ad formats, and build quality partnerships. By aligning monetisation with engagement and embracing innovation, publishers can discover new growth opportunities and achieve sustained profitability, setting a benchmark for success in digital advertising.”
OLX head of programmatic advertising, Shanky Bhat chimed in with high praise for interstitial ads, "Interstitial ads have emerged as a top performer for OLX, delivering higher CPMs and revenue impact compared to other formats. With VDO.AI’s expertise, we overcame initial challenges with in-app integrations and now enjoy seamless ad placements. Their consistent results and collaborative approach make them a trusted partner, driving substantial revenue growth and positioning OLX for continued success.”
The report doesn’t stop at trends; it’s a masterclass in digital advertising strategy. Among its key insights:
. Video formats like in-stream and out-stream will continue leading revenue charts with improved engagement metrics.
. Capitalising on seasonal ad surges is crucial, with tailored strategies for each quarter.
. Choosing the right technology and forming premium SSP/DSP partnerships will be critical for transparency, performance, and competitive CPMs.
VDO.AI’s report proves that success in digital advertising is about embracing innovation, investing in quality partnerships, and being bold with your strategies. Publishers who adapt will not just survive but thrive in 2025’s challenging landscape.
If you’re a publisher looking to future-proof your strategies, this report isn’t optional reading—it’s your 2025 survival guide. Ready to dive into a transformative year for AdTech?
