In Part 1 of our Publisher Predictions for 2025, we explored privacy-first strategies, header bidding wrappers, and SSO. These foundational elements set the stage for publishers to thrive in an increasingly competitive digital ecosystem. In Part 2, we’ll take a deep dive into how artificial intelligence (AI), granular audience segmentation, and the evolution of video inventory and curated deals will trend in 2025. Stay tuned for the webinar coming up on December 4th, 2024!
AI in Content and Ad Optimization
It’s a critical lever of efficiency and growth for publishers. In 2025, the application of AI will become even more sophisticated, enabling publishers to unlock new revenue streams and improve user experiences across platforms/devices.
Key Use Cases of AI for Publishers:
- Content Personalization: AI analyzes user behavior to deliver hyper-personalized content, increasing engagement and dwell time which in turn increases user engagement on the website, thus uplifting all engagement metrics without getting penalized and staying compliant.
- Ad Targeting: Machine learning algorithms optimize ad placement and formats to maximize yield purely based on user behavior/interaction based on content relevancy.
Granular Audience Segmentation
As the digital landscape becomes increasingly privacy-centric, first-party data is emerging as the key element of successful audience targeting. In 2025, publishers will tend to focus on granular segmentation to better understand their audiences and deliver more tailored advertising solutions and AI in content will drive the results. Discover more on how our ID solutions work and impact your strategies.
Monetizing Granular Segments
Highly targeted audiences command premium CPMs, particularly in Private Marketplace (PMP) and Programmatic Guaranteed deals. Advertisers value these segments for their potential to drive conversions, making granular audience segmentation a critical monetization tool and drive engagement.
Freestar’s solutions, powered by advanced data analytics, help publishers unlock the full potential of their first-party data, ensuring maximum yield from targeted ad campaigns. Get in touch with our Audience development teams to understand the full scope.
The Evolution of Video Inventory and Curated Deals
Video remains one of the most lucrative formats in 2024 and well into 2025 as well.
- CTV and OTT Growth: Connected TV and over-the-top video platforms will open new revenue channels for publishers. This helps in getting targeted in advertising.
- Interactive Video Ads: Engaging formats like shoppable ads and polls will enhance user engagement and ROI.
Publishers must diversify their video offerings to meet advertiser demand and optimize ad placements across platforms.
The Value of Strategic Partnerships
In a complex and fragmented ecosystem, the right partners can make or break a publisher’s monetization strategy.
Why Freestar?
Freestar stands out as a trusted partner for publishers, offering tailored solutions to meet the unique needs of every client. Here’s how we can help:
- Our advanced algorithms ensure optimal yield across all ad formats.
- We empower publishers to monetize their audiences responsibly and effectively.
- With a dedicated team of experts, we provide unparalleled support to ensure success. It’s like experts helping experts.
As we look ahead to 2025, publishers are poised for both challenges and unprecedented opportunities. At Freestar, we’re committed to helping publishers navigate this ever-changing landscape. Whether through innovative products, actionable insights, or exceptional support, we’re here to empower your growth every step of the way.
What’s next?
Register now for the webinar to know more about all predictions from our experts.
