2025 State of Programmatic Report

The 2025 State of Programmatic Report, published by Proximic by Comscore in January 2025, serves as a strategic analysis of the evolving programmatic advertising landscape. The primary thesis centers on the continued expansion of programmatic channels, driven largely by the rapid growth of streaming media and the necessity for marketers to adopt new, privacy-compliant targeting frameworks.

The analysis highlights three critical pillars shaping the industry: the sustained growth of programmatic advertising, the shifting priorities in marketer privacy playbooks, and the increasing migration of advertising budgets toward streaming platforms. By examining these trends, the findings illustrate how programmatic ecosystems are adapting to a digital environment increasingly defined by cross-platform consumption and heightened data privacy requirements.

The scope of the analysis encompasses the broader programmatic advertising industry, focusing on the intersection of digital media, television, and audience activation. The insights are derived from Comscore’s extensive cross-platform media consumption datasets, which include demographic information and television viewership metrics. These data sources enable a comprehensive view of how programmatic tools are utilized to achieve both scale and precision in audience targeting.

Ultimately, the findings emphasize that as consumer behavior shifts toward streaming, programmatic strategies must evolve to maintain effectiveness. The industry is moving toward solutions that balance the need for granular audience insights with the imperative of respecting user privacy, positioning contextual targeting and advanced audience activation as essential components for modern marketing success.