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Adtech wrap-up 2025: Experimentation to execution
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By ClickDealer
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21 January 26
Summary
2025 became the year adtech shifted from experimentation to execution. Instead of testing endless pilots, the industry focused on scaling solutions that proved their value in real-world environments.
AI moved from a buzzword to infrastructure, powering optimization, bidding, measurement, and fraud prevention. At the same time, automation matured - with teams acknowledging that human oversight remains essential for strategy, creativity, and governance.
As privacy regulations tightened and third-party signals continued to disappear, contextual targeting made a strong comeback. First-party data strategies also evolved, becoming more structured, compliant, and performance-driven rather than experimental.
CTV and programmatic advertising continued to grow, but with a sharper focus on efficiency, transparency, and measurable outcomes. Scale alone was no longer enough - accountability became the priority.
Read the full article to see how adtech moved from testing ideas to executing what works in 2025 - and what this shift means for the industry going forward →
https://www.businessofapps.com/insights/adtech-wrap-up-2025-experimentation-to-execution/
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ClickDealer is a leading international CPA marketing network. The company provides performance marketing solutions for affiliates, publishers, and advertisers worldwide, and is recognized for its exclusive partnerships. Among it's key advantages are proprietary, innovative tools - unique Smartlinks, an in-house platform, and a range of solutions designed to maximize affiliate marketing performance.
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