1、2025 State of ProgrammaticState ofProgrammatic20252025 State of ProgrammaticTable of ContentsExecutive Summary 3Introduction 4Part I:The New Rules of Media 5 Streamings Growing Share of the Media Pie CTV Cannibalizes Linear and Traditional Digital Budgets All in on Programmatic Growth How Media Chan

2、nels Align with Marketing Objectives Part II:Data in the Drivers Seat 10 Shrinking ID Coverage Drops Below Half for Mobile Contextual and First-Party Data Chart the Path Forward for Programmatic Privacy Law Preparedness Tops Marketers 2025 Agenda Part III:Measuring What Matters 14 The Importance of

3、Understanding Cross-Channel Impact Appendix 16 About Proximic by Comscore Methodology 22025 State of ProgrammaticExecutive SummaryNow in its third year,the 2025 version of the State of Programmatic report by Proximic by Comscore examines current and emerging trends shaping programmatic advertising.T

4、his years research highlights key challenges and opportunities for marketers navigating an evolving landscape.Through surveys with advertisers,publishers,and technology companies,the report uncovers how industry leaders are thinking about data and media,adapting to adhere to privacy regulations,inte

5、grating AI into their strategies,and preparing for the future of programmatic advertising.Here are some of the themes that emerged:Programmatic Budgets Continueto GrowLinear and Traditional Digital Channels Lose Budgets to CTVPrivacy-Sensitive Strategies Dominate Targeting ApproachesContextual Data

6、Gains TractionDeduplicated Measurement is Non-Negotiableof marketers plan to increase programmatic investment in 2025,reflecting its pivotal role in modern marketing strategies.of marketers cite planned reductions in Linear TV budgets in favor of increasing programmatic CTV spend,underscoring the gr