Overview
This month’s top ad tech developments span search automation, programmatic strategy, CTV expansion, industry benchmarks and retail media innovation.
1. Google Ads Rolls Out “AI Max” Recommendations Globally
Google Ads began surfacing “AI Max for Search” prompts inside the Recommendations tab, urging advertisers to switch existing campaigns into fully automated mode. Early testers report up to 36% more conversions at comparable CPA. The prompt now appears in most English-language accounts, signaling a rapid beta expansion ahead of the full API release in August.
AI Max for Search Campaigns, aims to broaden keyword targeting and optimize performance using Google AI.
2. WARC Releases “The Future of Programmatic 2025” Report
WARC’s landmark study identifies three macro-trends: WARC article link
- Sell-side curation replacing open auctions
- AI-powered brand-safety measurement
- Programmatic DOOH growth projected +14.9% YoY to $17.6 billion
The report underscores a shift towards quality marketplaces and cookie-less channels such as CTV, retail media, and DOOH.
3. IAB Europe Virtual Programmatic Day (H1 2025) Sets H2 Agenda
At the hybrid summit on 8 July, European marketers prioritized:
- Outcome-based optimization and attention metrics
- Curation frameworks aligned with IAB’s new spec
- Agentic-AI interfaces for streamlined DSP workflows
Here’s a link to the IAB article. Other key points include:
- 72% of European advertisers plan to increase programmatic budgets in H2.
- Partnerships (e.g., TF1-Netflix, Disney-Amazon) illustrate a pivot toward premium alliances.
4. Retail Media Networks Expansion Accelerates
Retail media networks (RMNs) continue to experience rapid growth and transformation, with several major developments and investments announced this month.
Key Highlights:
- Walmart Connect expanded its off-site media capabilities, allowing brands to reach Walmart audiences across third-party websites and apps. The company also announced new measurement partnerships to provide advertisers with more transparent reporting and closed-loop attribution.
- Kroger Precision Marketing rolled out in-store digital screens in partnership with Barrows Connected Store, enabling brands to deliver dynamic content at the point of purchase and directly tie exposure to loyalty card sales data.
- Amazon Ads introduced enhanced Sponsored TV and Streaming TV ad formats, targeting both on-site and off-site audiences, and announced new analytics tools for retail media performance.
- Industry Growth: According to Nielsen’s July 2025 report, US retail media ad spend is projected to reach $60 billion this year, representing a 20% increase over 2024. Retail media now outpaces overall ad market growth and is expected to account for a growing share of digital ad budgets.
Trends to Watch:
- Omnichannel Integration: Retailers are investing in unified platforms that connect on-site, off-site, and in-store media for seamless campaign management and measurement.
- First-Party Data: With privacy regulations tightening, RMNs’ access to shopper data is a key differentiator, enabling more precise targeting and measurement.
- Full-Funnel Solutions: Brands are increasingly using RMNs not only for lower-funnel conversions but also for upper- and mid-funnel awareness and consideration campaigns.
5. Surge in CTV & Video Advertising Growth
The shift from linear TV to Connected TV (CTV) and digital video is accelerating, with advertisers prioritizing platforms that offer scale, targeting, and measurable outcomes. As more households cut the cord and streaming services expand their ad-supported tiers, CTV is set to become the dominant channel for video advertising in the years ahead.
Key Highlights:
- Ad Spend Growth: US CTV ad spend is projected to reach $26.6 billion in 2025, up 13% from the previous year, according to the latest IAB and eMarketer data. Digital video now accounts for nearly 60% of all TV/video ad spend in the US.
- FAST Channel Expansion: ZEE5, in partnership with Amagi, announced the August launch of new Free Ad-Supported Streaming TV (FAST) channels, joining a global trend of broadcasters and streamers expanding their ad-supported offerings.
- Live Sports & Events: Streaming platforms are investing heavily in live sports rights and exclusive events, attracting major advertisers seeking high-engagement, real-time inventory.
- Advanced Targeting: Platforms are rolling out new AI-driven targeting and shoppable ad formats, enabling brands to deliver personalized, interactive experiences to viewers.
Trends to Watch:
- Programmatic CTV: Self-serve and programmatic buying tools are making CTV accessible to a wider range of advertisers, including SMBs.
- Cross-Platform Measurement: Advertisers are demanding unified reporting across linear TV, CTV, and digital video to optimize reach and frequency.
- Category Leaders: Retail, CPG, and pharma brands are leading the surge in CTV and digital video ad investment, with retail projected to increase CTV/video budgets by 18% in 2025.
6. GDPR Cookie Consent Enforcement Gets Serious Across EU
Evolving Regulations: GDPR, CCPA, and new state-level privacy laws in the US (e.g., Maryland Online Data Protection Act, Tennessee Information Protection Act) continue to shape data collection and targeting practices, requiring stricter compliance and consent mechanisms
Privacy-Enhancing Technologies (PETs): Technologies like data clean rooms, federated learning, and distributed IDs are being explored to enable data analysis and collaboration without compromising user privacy.
European regulators have officially shifted gears from friendly warnings to serious financial penalties for cookie consent violations. Sweden’s Data Protection Authority has been particularly aggressive, targeting companies for those manipulative cookie banners we’ve all come to despise.
The message is crystal clear: consent must be freely given, specific, informed, and unambiguous. No more sneaky pre-ticked boxes or confusing “Reject all” buttons buried in submenus. Regulators are now focusing on user experience assessment rather than just legal compliance checkboxes.
What this means for you: Those “dark patterns” in cookie banners are now resulting in immediate fines. Companies operating in the EU need to audit their consent mechanisms immediately – the grace period is officially over.
Looking Ahead: Whats next for Ad-Tech?
The advertising technology landscape is transforming at breakneck speed. Key trends to watch include AI-driven campaign automation, cookie-less targeting solutions, retail media expansion, and enhanced privacy-first advertising models. The industry continues to balance performance optimization with increasing privacy regulations, creating both challenges and opportunities for forward-thinking advertisers.
As we navigate this evolving landscape, one thing remains clear: adaptability and innovation will separate the winners from the also-rans. The companies that embrace these changes while maintaining focus on quality and user experience will thrive in the new advertising ecosystem.
