Advertising Week 2025 revealed a defining truth: the most successful marketers aren’t choosing between creativity and technology — they’re blending both to build relevance at scale.
Across panels and sessions, one theme echoed: data interoperability. AI, streaming, and audience behavior are no longer separate strategies; they’re forming a single intelligence layer that drives better decisions and measurable outcomes.
1. Connected TV Is the New Power Player
Video continues to dominate, but Connected TV (CTV) has emerged as the real MVP. Marketers discussed how streaming platforms now balance broad reach with precise targeting, and how shoppable, interactive ad formats are pushing campaigns further down the funnel.
With spending spread across so many streaming environments, visibility has become the new competitive edge — especially for brands navigating fragmented data and evolving measurement standards.
2. Live Sports: Where Fandom Meets Data
Sports programming dominated the conversation — not just as content, but as a cultural anchor. Streamers are democratizing access to live events, giving local and emerging brands a seat next to global sponsors.
As the lines blur between live games, social content, and athlete-driven storytelling, advertisers are exploring how fandom and data can work together to build community and brand loyalty.
3. Retail Media Moves Beyond the Checkout
Retail and commerce media have broken out of the eCommerce silo. Brands like Instacart, Amex, and Chase are transforming everyday customer moments into personalized ad experiences.
The shift reflects a broader movement: every brand is becoming a media company. Those who can connect retail data with audience insights will own the next wave of performance marketing.
4. AI Is Reshaping Creative Workflows
AI was a highly buzzed-about topic — but the consensus was refreshingly grounded. AI isn’t replacing creative teams; it’s augmenting them. Agencies are using it to produce more content with smaller teams, creating both opportunity and complexity.
As creative output explodes, marketers are searching for better ways to understand what works, why it works, and how to scale that knowledge across campaigns.
5. Clean Data Powers Smart AI
AI’s promise hinges on one factor: data quality. Speakers from Havas, The Trade Desk, and Akkio echoed a new mantra — “AI is only as good as your data.”
Without structured taxonomies and reliable pipelines, personalization and automation simply can’t scale. The message was clear — before chasing new tools, fix the data.
6. The Human Network Still Matters
AI’s promise hinges on one factor: data quality. Speakers from Havas, The Trade Desk, and Akkio echoed a new mantra — “AI is only as good as your data.”
Without structured taxonomies and reliable pipelines, personalization and automation simply can’t scale. The message was clear — before chasing new tools, fix the data.
The Takeaway: MediaRadar Is Aligned with the Future of Ad Tech
Advertising Week 2025 made one thing clear: the future of advertising will be built on integration — where data, creativity, and human insight converge to drive smarter growth.
For marketers and media companies alike, the path forward is about connecting the dots — and MediaRadar is already building that bridge:
- Turning Retail Media into a Growth Engine: Industry-leading commercial intelligence helps retail media networks connect with the right brands to execute off platform strategies that unlock new revenue and strengthen advertiser relationships.
- Bringing Clarity to Connected TV: Emerging CTV investments deliver transparency across live streaming and on-demand libraries, with deeper integrations into vMVPDs and OEMs coming soon — empowering marketers to plan and measure with precision.
- Scaling Creativity with Insight: Through strategic use of creative intelligence, brands stay on top of the market moves amidst the breakneck pace of marketing change. And we’re not stopping there — AI tools are coming soon for customers to analyze at even more scale.
- Capturing the Momentum of Sports Media: With unparalleled visibility into live streaming CTV, our Live Sports tool is helping brands, agencies and media companies alike stay in touch — helping advertisers tap into fandom where engagement runs deepest.
- Navigating Political Spend with Confidence: We’re helping brands and media companies prepare for a record-breaking midterm cycle — staying ahead of spend patterns and protecting share.
Ready to see how MediaRadar connects the dots across the ad ecosystem? 👉 Request a demo to explore how we help teams transform insights into growth.
ABOUT THE AUTHOR | Lauren Amira
Lauren Amira is the Vice President of Product Marketing at MediaRadar, where she leads with over 12 years of experience translating complex offerings into clear, compelling go-to-market strategies. A seasoned product marketing leader, Lauren has successfully guided both startups and established brands to craft resonant narratives that align with strategic objectives and drive market impact.
