Marketing Methods Adapt to Cookie Decline and AI Advances
Digital marketing is shifting as new technologies like AI and Connected TV (CTV) gain traction. Mediaocean’s H2 Market Report for 2025, based on feedback from over 500 marketing professionals, highlights how experimental approaches from earlier this year are becoming standard tools in marketers’ arsenals.
AI, CTV, and Identity Lead Industry Trends
Nearly 75% of marketers now prioritize AI, using it for creative tasks, copywriting, media planning, data analysis, and campaign optimization. Identity management remains key, especially as cookie usage declines and more media channels become available. Marketers rely on a mix of first- and third-party data combined with probabilistic methods to better understand customer profiles.
Personalization Meets Cultural and Political Sensitivity
Marketers recognize that brand messages increasingly intersect with political and advocacy issues. This demands more nuanced, adaptable communications that respect cultural and political sensitivities while engaging diverse audiences effectively.
Connected TV Draws Increased Budget Attention
CTV advertising, which places ads on streaming platforms, benefits from improved user identification and multiple providers. This allows marketers to shift from broad reach tactics to precise targeting and performance measurement, improving ad effectiveness.
Privacy Concerns Take a Backseat
Privacy worries have dropped in priority as marketers focus more on identity-based solutions rather than strict compliance initiatives. Meanwhile, search advertising budgets have decreased by 22% in the first half of the year. AI-driven search results are changing how marketers optimize—moving beyond keywords and backlinks to technical adjustments like server-side JavaScript rendering.
Marketing Spend Remains Steady with Shifting Priorities
Overall marketing budgets hold steady, with funds moving from search advertising to channels like AI and CTV. Success in marketing now depends on how well brands integrate technology, data, and creative strategies.
Data Unification Remains a Challenge
A major hurdle is unifying data from diverse platforms quickly enough to keep pace with changing technologies and channel popularity. This requires ongoing investment in data aggregation tools and processes.
Mediaocean will host a webinar on July 29 to discuss the H2 Market Report, featuring insights from industry experts including the IAB and Lafayette Media. Marketers interested in exploring AI applications further can find practical courses and resources at Complete AI Training.
Your membership also unlocks:
