Proximic by Comscore, a division of Comscore, Inc. and a leading provider of audience and content targeting solutions, has released its third annual State of Programmatic Report for 2025. Key findings reveal that 72% of respondents plan to increase programmatic investments in 2025, highlighting the ongoing growth and reliance on programmatic strategies. The report explores trends in CTV, linear TV, digital, social, and audio, offering valuable insights for advertisers, publishers, and tech providers.

1. Growth in Connected TV (CTV)

• CTV Share of Media Budgets Doubles: Since 2023, CTV's budget share has surged to 28% in 2025.
• Shift from Linear to Digital: Nearly half of marketers increasing CTV budgets are reallocating funds from Linear TV, signaling a decisive shift towards digital-first streaming platforms.

2. Privacy-Focused Strategies

• Contextual Targeting Leads the Way:
  • 41% of marketers cite contextual targeting as their primary approach to address privacy challenges and shrinking ID coverage.
  • Over 52% plan to expand contextual data usage in 2025, emphasizing privacy-sensitive campaign strategies.
• Adapting to Privacy Regulations:
  • 60% of marketers feel prepared for upcoming U.S. privacy regulations, while 35% seek further education and support.

3. Demand for ID-Free Solutions and AI Integration

• Cookie-Free Strategies on the Rise:
  • 48% of marketers expect to primarily rely on cookie-free targeting tactics by the end of 2025, adapting to diminishing identifier coverage.
• AI Adoption Accelerates:
  • AI-driven insights are becoming pivotal for enhancing targeting and campaign performance, establishing AI as a major driver of programmatic growth.

4. Deduplicated Reach & Frequency Measurement

• Critical for Cross-Channel Success:
  • 80% of marketers emphasize the importance of accurate reach and frequency measurement to optimize audience targeting and campaign results across programmatic channels.

Expert Insight

“Our 2025 State of Programmatic Report revealed dramatic year-over-year changes as programmatic continues to gain momentum,” said Rachel Gantz, Managing Director of Proximic by Comscore.

“Connected TV emerged as a clear winner, while privacy-centric strategies like contextual targeting are now essential for marketers seeking to deliver effective and compliant campaigns.”