Proximic by Comscore Releases 2025 State of Programmatic Report
Proximic by Comscore (NASDAQ: SCOR) has released its third annual State of Programmatic Report for 2025, revealing significant trends in digital advertising. The report shows that 72% of respondents plan to increase programmatic investments in 2025. Connected TV (CTV) has emerged as a dominant force, doubling its share of media budgets to 28% since 2023, with nearly half of marketers redirecting funds from Linear TV.
Privacy concerns are driving strategic shifts, with 41% of marketers adopting contextual targeting as their primary strategy. Additionally, 52% plan to increase contextual data usage in 2025. The report highlights that 80% of marketers emphasize the need for deduplicated reach and frequency measurement. Furthermore, 48% of marketers expect to primarily use cookie-free targeting tactics by the end of 2025, while 60% feel prepared for upcoming U.S. privacy regulations.
Proximic di Comscore (NASDAQ: SCOR) ha pubblicato il suo terzo rapporto annuale sullo stato della programmatic advertising per il 2025, rivelando tendenze significative nella pubblicità digitale. Il rapporto mostra che il 72% degli intervistati prevede di aumentare gli investimenti programmatici nel 2025. La Connected TV (CTV) si è affermata come una forza dominante, raddoppiando la sua quota nei budget media al 28% dal 2023, con quasi la metà dei marketer che reindirizzano fondi dalla TV lineare.
Le preoccupazioni legate alla privacy stanno guidando cambiamenti strategici, con il 41% dei marketer che adotta il targeting contestuale come strategia principale. Inoltre, il 52% prevede di aumentare l'uso dei dati contestuali nel 2025. Il rapporto evidenzia che l'80% dei marketer sottolinea la necessità di una misurazione della copertura e della frequenza senza duplicati. Inoltre, il 48% dei marketer si aspetta di utilizzare principalmente tattiche di targeting senza cookie entro la fine del 2025, mentre il 60% si sente pronto per le imminenti normative sulla privacy negli Stati Uniti.
Proximic de Comscore (NASDAQ: SCOR) ha publicado su tercer informe anual sobre el estado de la publicidad programática para 2025, revelando tendencias significativas en la publicidad digital. El informe muestra que el 72% de los encuestados planea aumentar las inversiones programáticas en 2025. La Connected TV (CTV) ha surgido como una fuerza dominante, duplicando su participación en los presupuestos de medios al 28% desde 2023, con casi la mitad de los responsables de marketing redirigiendo fondos de la televisión lineal.
Las preocupaciones por la privacidad están impulsando cambios estratégicos, con el 41% de los responsables de marketing adoptando el targeting contextual como su estrategia principal. Además, el 52% planea aumentar el uso de datos contextuales en 2025. El informe destaca que el 80% de los responsables de marketing enfatizan la necesidad de medir el alcance y la frecuencia sin duplicados. Por otra parte, el 48% de los responsables de marketing espera usar principalmente tácticas de targeting sin cookies para finales de 2025, mientras que el 60% se siente preparado para las próximas regulaciones de privacidad en EE.UU.
Comscore의 Proximic (NASDAQ: SCOR)가 2025년도 프로그램 광고 현황에 대한 세 번째 연례 보고서를 발표했습니다. 이 보고서는 디지털 광고에서 중요한 트렌드를 밝혀내고 있습니다. 보고서에 따르면, 응답자의 72%가 2025년에 프로그램 광고 투자를 증가시킬 계획입니다. 커넥티드 TV (CTV)는 지배적인 힘으로 부상했으며, 2023년 이후 미디어 예산에서의 점유율이 28%로 두 배 증가했습니다. 거의 절반의 마케팅 담당자가 선형 TV에서 자금을 전환하고 있습니다.
프라이버시 문제는 전략적 변화를 이끌어내고 있으며, 41%의 마케팅 담당자가 주요 전략으로 컨텍스트 타겟팅을 채택했습니다. 또한, 52%는 2025년에 컨텍스추얼 데이터 사용을 늘릴 계획입니다. 보고서는 80%의 마케팅 담당자가 중복 없이 도달 범위 및 빈도 측정의 필요성을 강조한다고 밝혔습니다. 더 나아가, 48%의 마케팅 담당자가 2025년 말까지 주로 쿠키 없는 타겟팅 전술을 사용할 것으로 예상하며, 60%는 다가오는 미국 프라이버시 규제에 준비가 되어 있다고 느끼고 있습니다.
Proximic de Comscore (NASDAQ: SCOR) a publié son troisième rapport annuel sur l'état de la publicité programmatique pour 2025, révélant des tendances significatives dans la publicité numérique. Le rapport indique que 72% des répondants prévoient d'augmenter leurs investissements programmatiques en 2025. La Connected TV (CTV) s'est imposée comme une force dominante, doublant sa part de budget média à 28% depuis 2023, avec près de la moitié des marketeurs redirigeant des fonds de la télévision linéaire.
Les préoccupations liées à la vie privée entraînent des changements stratégiques, 41% des marketeurs adoptant le ciblage contextuel comme leur stratégie principale. De plus, 52% prévoient d'augmenter l'utilisation des données contextuelles en 2025. Le rapport souligne que 80% des marketeurs insistent sur la nécessité d'une mesure de portée et de fréquence sans doublons. En outre, 48% des marketeurs s'attendent à utiliser principalement des tactiques de ciblage sans cookies d'ici fin 2025, tandis que 60% se sentent prêts pour les prochaines réglementations américaines sur la protection de la vie privée.
Proximic von Comscore (NASDAQ: SCOR) hat seinen dritten Jahresbericht über den Status der programmgesteuerten Werbung für 2025 veröffentlicht und dabei bedeutende Trends in der digitalen Werbung aufgezeigt. Der Bericht zeigt, dass 72% der Befragten planen, ihre Investitionen in programmgesteuerte Werbung zu erhöhen im Jahr 2025. Connected TV (CTV) hat sich als dominierende Kraft etabliert, indem es seinen Anteil am Medienbudget seit 2023 auf 28% verdoppelt hat, wobei fast die Hälfte der Vermarkter Gelder von Linear TV umleitet.
Datenschutzbedenken führen zu strategischen Veränderungen, wobei 41% der Vermarkter kontextuelles Targeting als ihre Hauptstrategie anwenden. Darüber hinaus planen 52%, die Nutzung kontextueller Daten im Jahr 2025 zu erhöhen. Der Bericht hebt hervor, dass 80% der Vermarkter den Bedarf an deduplizierter Reichweiten- und Frequenzmessung betonen. Außerdem erwarten 48% der Vermarkter, bis Ende 2025 hauptsächlich cookie-freie Targeting-Techniken einzusetzen, während 60% sich auf die bevorstehenden Datenschutzbestimmungen in den USA vorbereitet fühlen.
- 72% of respondents planning to increase programmatic investments in 2025
- CTV share doubled to 28% of media budgets since 2023
- 52% of marketers planning to increase contextual data usage
- Strong adoption of privacy-compliant targeting solutions
- Declining linear TV advertising revenue as budgets shift to CTV
- 35% of marketers only somewhat prepared for privacy regulatory changes
- Social media maintaining flat investment levels since 2023
Insights
The 2025 State of Programmatic Report reveals important shifts in digital advertising that directly impact Comscore's market position. The 72% planned increase in programmatic investments and dramatic shift to CTV (28% of media budgets) represent significant revenue opportunities for Comscore's measurement and analytics services. The company's strategic positioning in contextual targeting (52% of marketers increasing usage) aligns perfectly with industry trends toward privacy-centric solutions.
The migration from Linear TV to CTV creates a substantial market expansion for Comscore's measurement capabilities, particularly as 80% of marketers demand deduplicated reach measurement. This validates Comscore's investment in cross-platform analytics. The report's findings on privacy preparedness (60% ready, 35% somewhat ready) indicate a strong market need for Comscore's privacy-compliant solutions.
For retail investors, these trends suggest Comscore is well-positioned in high-growth segments of the digital advertising ecosystem. The company's Proximic division addresses key market demands in contextual targeting and cross-platform measurement, potentially driving revenue growth as the industry shifts away from cookie-based targeting.
The shift toward CTV and contextual targeting presents a transformative opportunity for Comscore. The doubling of CTV budget share since 2023 indicates an accelerated transition that favors companies with robust cross-platform measurement capabilities. The emphasis on privacy-centric approaches, with 41% of marketers prioritizing contextual targeting, directly benefits Comscore's Proximic division.
The report's findings on AI integration and ID-free strategies (48% transitioning by end of 2025) highlight Comscore's competitive advantage in providing next-generation measurement solutions. The company's established position in contextual targeting and cross-platform measurement aligns with marketers' evolving needs for privacy-compliant, AI-enhanced targeting capabilities.
This market evolution represents a potential catalyst for Comscore's revenue growth, as their solutions address the industry's critical challenges in measurement, privacy compliance and cross-platform targeting. The high percentage of marketers seeking deduplicated reach measurement suggests strong demand for Comscore's core services.
Key Findings Highlight Continued Growth in Programmatic Advertising, Shift from Linear TV to CTV, and Emphasis on Privacy-Centric Strategies
NEW YORK, Jan. 21, 2025 (GLOBE NEWSWIRE) -- 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
The report reveals a significant shift to Connected TV (CTV), which doubled its share of media budgets since 2023 to reach
Privacy concerns also dominate, with
"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.
For a comprehensive analysis and detailed insights, download the full 2025 State of Programmatic Report here: https://www.proximic.com/Insights/Presentations-and-Whitepapers/2025/2025-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 Comscore's trusted datasets and the industry's 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 Contact
Marie Scoutas
Comscore, Inc.
press@comscore.com
FAQ
What percentage of marketers plan to increase programmatic spending in 2025 according to SCOR's report?
How much has Connected TV's share of media budgets grown since 2023 for SCOR?
What percentage of marketers are planning to use cookie-free targeting by end of 2025?
How many marketers are emphasizing deduplicated reach and frequency measurement in SCOR's report?
What percentage of marketers are choosing contextual targeting as their primary strategy?
