Five Adtech Trends to Know in 2025

Audio is having more than just an "it’s-about-time" moment. Instead, it's having a takeover—digital audio is as popular as ever, and music streaming and podcast listening are seeing record-breaking numbers. And with this fast-moving space being directly tied to adtech, there’s a lot of evolving information to keep in your back pocket. As digital audio reaches new heights in listenership year after year, the technology behind digital advertising is keeping pace, offering new and innovative opportunities for businesses to connect with their audiences.

From the continuing rise of programmatic audio to the increasing prioritization of brand safety, there’s never a dull moment in adtech. On the heels of the release of The State of Audio Adtech Report 2025 by AdsWizz (a SiriusXM company), let’s dive into five adtech trends that are shaping the industry and how you can harness them to take your digital advertising to the next level.

1. Programmatic Audio Is on the Rise 

We’re calling it now—2025 is the year that’s all about programmatic audio, which refers to the use of automated technology to buy and place digital ads in real time, streamlining the process. And programmatic innovations like dynamic ad insertion (DAI), automated host-read ads, and dynamic creative optimization (DCO) are making headway. These methods of ad delivery allow for superior engagement, advanced targeting capabilities, and impressive performance measurement. 

As digital audio evolves at the speed of sound, so do the opportunities it offers for advertisers. Using the latest innovations can help you create campaigns that deliver the results you’ve been waiting for and pull you ahead of the competition. 

2. Connecting with Your Audience Is Easier (and More Critical) than Ever 

Remember the early days of targeting, when listener data and measurement capabilities were limited? Now, thanks to the power of first-party data and contextual targeting, brands can connect with listeners on a more intimate and tailored level. 

We expect contextual targeting to be the star of the show this year, as it accounts for 60% of all targeting efforts on platforms like AdsWizz. As capabilities advance, take advantage of the various types of advanced targeting: 

• Multicultural: Diverse groups listen to audio more than the average, but most agree that they’re let down by the portrayals of their race in advertising. By combining data on music genre, content language, and more, you can hit the right notes with these communities. 

• Weather (yes, really): Just as weather affects one’s outfit choice and mood, it can also influence how listeners perceive (and act on) ads. 

• Location: Target based on large or local events or plan in advance for major dates like the back-to-school season. 

• Content Mood: Align ads with consumers’ current mindsets, whether positive or negative, boosting emotional connections. 

When your message reaches the right audience, at the right time, in the right place, it’s more likely to be successful. 

3. Data Privacy Takes Center Stage

With great power to deliver ads—that feel extra personal—comes great responsibility. Consumers love to hear relevant ads, but they don’t want to feel like their personal data is being misused. It’s important to strike the perfect balance between “We know who you are and what you want” and “We respect your privacy” to avoid undermining your listeners’ trust.

What can advertisers do to ensure the safety of customers’ data? For starters, partner with an audio adtech provider that places privacy at the forefront, like AdsWizz. Next, ensure anonymized data, leverage clean rooms, find a third-party ID solution, and look for solutions like Predictive Audiences. 

A privacy-first, non-intrusive approach is essential to maintaining a strong relationship with your audience. In fact, 83% of consumers cite companies’ ability to protect data as one of the main factors to earn their trust.

4. Brand Safety and Suitability Are Increasing Priorities 

In the past, the simplest way for advertisers to ensure brand safety was to avoid specific genres or podcasts altogether. The disadvantages were clear: Missed opportunities for businesses to connect with their perfect listeners and a need for additional tools that allow for better precision and targeting. And if you haven’t been prioritizing brand safety and suitability? Over five in 10 consumers say ads near fake or incendiary content negatively influenced their purchase decisions.

Thanks to incredible advancements in adtech, the chances of your creative being misaligned with content that’s unsuitable or unsafe for your brand are few and far between. Many advertisers and networks, including SiriusXM Media, work with partners like Barometer and ComScore, which specialize in brand safety and suitability. These companies use tech that contextually analyze content to verify alignment with campaigns. The result? Your ads are placed in the right environment, your brand reputation stays unharmed, and your audiences’ trust remains strong. 

5. Omnichannel Consumption Is the New Normal 

In recent years, the lines of media consumption have blurred more than ever, and there are no signs of this trend of slowing down in 2025. Consumers want to find content from their favorite creators in many different places. On the creator side, 70% use Instagram to engage their audiences, and on the consumer side, 57% of Gen Z listeners are more likely to say that it’s important for them to connect with podcast hosts through social media, email, or calling in to the show.

What does omnichannel consumption mean for your business? Social media, podcasts, and video platforms are becoming incredible, connected storytelling opportunities for your brand. Advertisers can turn to solutions that go hand-in-hand with omnichannel consumption tendencies. In response to this behavioral shift, turn to these solutions: 

• Second-screen retargeting: Pairs audio ads with display banners across web and app platforms, leading to listeners being retargeted within days of hearing an ad. 

• AudioPixel: A solution that turns interactions into consumer actions, like website visits and purchases. 

• Voice-activated ads: This ad type allows for real-time interactions, encouraging users to engage through voice commands. 

What’s Next?

As you can see, audio advertising and advertising technology are both evolving at impressive speeds. Staying ahead in 2025 means being agile, embracing innovation, and keeping your audience’s needs at the forefront of your advertising strategy.

Ready to put this knowledge into action and build a campaign that will win the eyes and ears of your consumers this year? Let’s talk.

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