By Roman Vrublivskyi
The AdTech industry keeps growing. In 2024, its market size reached over $875 billion and is projected to surpass $2,545 billion by 2032. This evolution implies the regular emergence of new opportunities and challenges, and, to remain competitive, businesses must keep an eye on them.
To simplify this task for you, we interviewed Emin Alpan, the CEO of Aceex, and Roman Vrublivskyi, the CEO of Attekmi. Aceex enables advertisers and agencies to maximize their ad performance and allows publishers to monetize their traffic effectively. Attekmi, as you know, offers a wide range of ad exchange solutions and AdTech and Ad Ops services.
In this episode of our interview series, the representatives of two significant companies of the AdTech industry are sharing their thoughts on what challenges and opportunities to expect in 2025. Keep reading to get ready!
Roman: Hello, Emin! It’s a pleasure to welcome you here, thank you for joining us! Let’s start our talk with something really trendy, okay? So, you definitely know about the coming elimination of third-party cookies – it has been among the most discussed challenges in the world of digital advertising for the last couple of years. To adapt to the new reality in advance, businesses switch to first-party data, contextual advertising, and other methods enabling them to reach their audiences.
Emin, do you think contextual advertising and other alternatives are enough, or is this the end of highly precise targeting? What steps does Aceex take to get ready for the cookieless era?
Emin: Certainly, I don’t believe it’s the end of highly precise targeting. In fact, the end of third-party cookies is simply shifting the game. It’s not the end of precision, it’s the beginning of smarter, consent-driven strategies.
To stay ahead in the AdTech landscape, we are actively exploring a range of alternatives the industry offers – from solutions like ID5 and RampID to PMP deals and cohort-based models. As part of adapting to these changes, we’re also implementing server-side tracking to move data collection away from browsers and into backend systems.
Roman: You’re definitely right. That’s not the end; it's just a new stage, and your strategy looks effective! At Attekmi, we are also getting ready. We provide our partners with a wide range of traffic filtering settings so that they can match the right demand with the right supply – for instance, by allowing or blocking certain domains.
Okay, and what about artificial intelligence? It’s another popular topic at the moment. AI has already revolutionized multiple industries, including AdTech. It’s the backbone of programmatic advertising. It automates multiple routine tasks. It can generate ad copy and creatives. Benefits are virtually endless, and new opportunities are emerging regularly.
I think, in 2025, AI will play a greater role in ad fraud detection and prevention, as well as in the media planning and buying processes. Besides, I guess, more and more businesses will leverage generative AI to speed up the process of content creation. If so, I hope the capabilities of such tools will become more sophisticated; otherwise, it can be challenging for brands to stand out.
Emin, what AI advancements are you looking forward to? Do you expect any AI-related challenges to arise? And what are your thoughts regarding generative AI?
Emin: In AdTech, we already use machine learning extensively – from bidder optimization to throttling systems that boost key metrics like fill rate and invalid traffic rates. Machine learning and AI are closely connected, but conceptually, they’re different. AI is broader, and I believe it will transform many areas of AdTech, but not fully revolutionize it.
AI can make DSP operations more efficient: content creation, cookieless solutions, predictive modeling – all have huge potential. At the same time, challenges are coming. For instance, creative production by AI could face regulatory pushback, especially around data usage and transparency.
One of the biggest opportunities for AI is in fraud detection. Fraudsters constantly find ways around MRC-accredited IVT tools, but AI can spot even subtle traffic manipulations and flag them much faster.
As part of Aceex’s commitment to innovation, we’re implementing AI in our RTB ecosystem with Predictive Smart Bidding – using AI to automatically adjust bids based on the predicted value and effectiveness of each impression.
Roman: Yes, I agree that transparency is an issue here – there are still no proper standards regulating the ownership of AI-generated content. However, the lack of transparency has been an issue in the AdTech sphere for a pretty long time, which led to the emergence of supply path optimization practices.
Advertisers strive to minimize the number of intermediaries between them and publishers to reduce expenses. Thus, they build direct connections with website and app owners to reach premium inventory and gain greater control over the process. Actually, this approach is beneficial for both marketers and publishers, but may pose a certain challenge to the industry in general. While non-transparent intermediaries are not likely to survive in the market, owners of ad exchanges and other AdTech solutions need to adapt to the trend by offering direct deals and enhanced targeting settings.
Even though the transparency challenge is not likely to be completely solved in 2025, I think more and more platforms will be equipped with private marketplaces and direct integration capabilities. By the way, these are the features we are currently working on to enhance our AdEx Enterprise solution.
So, do you think the industry will offer any new opportunities for improving transparency? Are there any specific transparency measures you take at Aceex?
Emin: Transparency is driving major changes across AdTech. Advertisers are losing significant budgets due to inflated CPMs, inefficient supply paths, and traffic duplication. This sparked the introduction of tools like (app)-ads.txt, sellers.json, and supply chain object, giving buyers more confidence that they are purchasing legitimate, fairly priced inventory.
That said, many players in the industry still don’t fully comply, which is why advertisers are increasingly shifting budgets from the open marketplace to PMPs. In PMPs, they have much more control and can allocate spend more efficiently.
The industry will definitely continue to push for new transparency standards and give advertisers even more control over where and how their budgets are spent.
At Aceex, transparency is at the heart of everything we do. We provide full log-level reporting, clear fee disclosures, and practice direct supply path optimization – no hidden margins, no blind inventory.
Roman: Yes, you are definitely right about PMPs – advertisers are shifting to them, and that’s why we decided to implement such a feature. I have also wanted to talk about the growing privacy concerns. Data is a key to effective advertising, however, modern users are getting more and more concerned about their online privacy.
In response to this tendency, international privacy regulations and data processing standards are becoming stricter. Customers want to have greater control over how their data is collected and used, and businesses must respect this desire.
From my experience, collecting first-party data and trying contextual targeting can help with this challenge, just like in the case of the elimination of third-party cookies. However, these methods may not be enough, so in 2025, I expect more brands to adopt responsible data collection and usage practices. This includes obtaining clear consent, not misusing the data, being compliant with relevant regulations, and so on. As for regulations, at Attekmi, we keep our ad exchange solutions compliant with GDPR and other standards to help our partners remain on the right side.
Emin, do you have any specific strategy at Aceex for addressing the privacy challenge? Besides, in your opinion, what is the best way for businesses to respond to privacy concerns?
Emin: At Aceex, our strategy is simple: we put privacy first by design.
We are a registered TCF-approved vendor, fully aligned with industry standards like GDPR, CCPA, and GPP. We've developed comprehensive data protection documents that clearly outline how we collect, process, and store data – and most importantly, we strictly comply with them. Privacy isn’t something we retroactively patch. It’s integrated into how we build products and partnerships.
In my opinion, the best way for businesses to respond to privacy concerns is to fully embrace compliance, not fear it. Write down exactly how you work with data, be transparent, and treat privacy as part of your product. If companies are clear and intentional about their data practices from the start, privacy becomes an advantage, not a struggle.
I will not reveal to anyone the secret that in order for the audience to trust you, and for partners to offer decent terms of cooperation, you must put transparency and clarity of your actions at the top of the list. My team and I are of the same opinion on this matter, but I advise you to follow the changes in this direction. The requirements for transparency of activities in the AdTech sphere are also changing, and you can read more about this in an interview with our Data Protection Specialist.
Roman: Yes, I totally agree – transparency must always be a priority if you want to gain trust and build a solid reputation. Okay, here is another AdTech trend I wanted to discuss – the growing popularity of digital out-of-home marketing. While many users have so-called banner blindness and simply ignore traditional digital ads, DOOH advertisements are effective in terms of drawing attention – for me, they definitely work.
Besides, they ensure wider reach and, most importantly, cannot be blocked or skipped. Another benefit is that DOOH campaigns can be launched programmatically, which implies accurate targeting. I think, to make the most of their DOOH campaigns, businesses should consider the weather and the time of day. For instance, an ad about coffee is likely to be more effective in the morning than in the evening.
What do you think about it? What is the one thing a brand should definitely do to maximize the performance of its DOOH ads?
Emin: I agree! DOOH is definitely growing, and it solves a lot of the issues we see with traditional digital ads: banner blindness, ad blockers, and audience fatigue. It’s a high-impact format that naturally captures attention in the real world, and programmatic buying has made it scalable and targetable.
That said, I think some people overestimate how easy it is to get DOOH right. You have to invest heavily in infrastructure just to get those screens into public spaces, and it’s a major commitment. Just putting a screen somewhere doesn’t guarantee engagement. Creative relevance is everything. Without strong contextual targeting, e.g., time of day, weather, location, audience type – even a DOOH ad becomes noise.
Plus, measurement is still a challenge. Unlike clicks or impressions online, proving direct impact from a DOOH campaign is harder, and not every brand is ready to invest in that level of attribution work.
Roman: Agree, relevance has always been a key to effective advertising, and for DOOH ads, it plays an even more significant role. Now, what if we talk about even more advanced technology? While standard ads like banners or interstitials are familiar to everyone, AR technology allows businesses to offer an immersive experience to their customers and drive engagement in a unique and memorable way. And it’s not only about advertising. Do you remember that app from IKEA that allows you to check if a piece of furniture will look good in your room?
At the moment, AR is not something that is widely used. Implementing such technology is an expensive, complex, and time-consuming process. However, the result may be worth the effort, as AR enables brands to differentiate themselves from competitors. I cannot really imagine integrating AR advertising functionalities into an ad exchange platform at the moment, but the technology is evolving so rapidly that one day this may become a reality.
So, do you think we can expect AR to play a more significant role in advertising in 2025? What about programmatic advertising?
Emin: I do think AR will play a bigger role in advertising by 2025, but with some important limits. Right now, AR adoption is still closely tied to hardware, especially AR glasses, and those are expensive and not yet mainstream. Without widespread, affordable devices, the reach of AR advertising will stay somewhat niche.
That being said, AR will definitely have a stronger role in AdTech, but mainly within certain verticals where immersive experience drives real value. Like retail, automotive, real estate, and entertainment. Industries where seeing, trying, or feeling the product virtually can directly influence purchase decisions.
As for programmatic, the real opportunity will be dynamic AR ad placements – automating how and when AR experiences are delivered based on context, audience data, or location.
I doubt it's going to replace traditional formats, but it will become a powerful layer for premium, high-impact campaigns once the technology and distribution catch up.
Roman: Yes, for sure, traditional formats aren’t going anywhere – AR is definitely a niche opportunity, at least, at the moment.
By the way, did you know that care for the environment became a significant trend across multiple industries, and AdTech became no exception? Actually, in my opinion, this is good – adopting eco-friendly practices is something that I highly appreciate, whether it’s an individual or collaborative effort.
Therefore, I think that in 2025, more businesses will follow eco-friendly initiatives, which include reducing the amount of collected data, increasing the transparency of the supply chain, measuring and reducing carbon footprint, leveraging more energy-efficient ad formats, and so on. I don’t consider this a challenge – this is an evolution instead.
Emin, do you think that reducing carbon emissions and minimizing environmental impact is a must nowadays? Which tactic is the most effective?
Emin: Yes, reducing carbon emissions and minimizing environmental impact is no longer optional. It’s a must, both from a regulatory perspective and from a brand value standpoint. Clients, users, and even partners are starting to expect it.
The most effective tactic is to measure everything, which leads to supply path optimization as well. You cannot reduce what you don’t quantify. That said, I have to be honest – there’s still a ton of greenwashing out there. Vendors talk a big sustainability game, but under the hood, it’s business as usual. And the truth is, many marketers are still addicted to data. To fully execute this problem, it has to become not an obligation but a responsibility.
Roman: You’re right, it’s impossible to minimize the impact if you don’t measure everything. I hope more businesses will address the environmental issue with greater responsibility in the near future.
Emin, thanks a lot, that was a very interesting and fruitful talk! Your team and you are doing a great job, and I wish Aceex all the best – new achievements are ahead! Hope we will talk again soon. AdTech is an ever-changing industry, so there are always plenty of things to discuss.
Emin: Roman, thanks so much for such an insightful and thoughtful conversation — I genuinely enjoyed it. It was a real pleasure to exchange views on topics that are actively reshaping our industry in meaningful ways. Wishing you and the team at Attekmi continued success ahead, and I’m definitely looking forward to reconnecting again soon.
For AdTech businesses of any size, keeping an eye on the industry evolution is a crucial task – this enables greater flexibility and readiness to react on time. Understanding what the industry is struggling with and what opportunities it offers at the moment allows you to enhance your own strategy and, as a result, reach your goals more effectively.
In this interview, we have provided you with some actionable insights on what to expect from the AdTech niche in 2025. Thank you, Emin Alpan, for joining us and sharing your thoughts!
However, this is not the end – new trends will definitely emerge soon. No worries, we will keep you posted to help your business grow. Keep following our blog to stay on top!
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