Industry leaders convened in London for Prebid Ascent 2025 to discuss the future of digital advertising in EMEA. While conversations around identity, privacy, and AI continue to dominate, the event offered a clear-eyed view of what’s working, and what’s next.
Here are five key themes from the discussions:
1. Change is the Only Constant
Each year, the industry braces for yet another “pivotal moment.” As Mike Racic pointed out, ad tech is always evolving, and success comes from leaning into change rather than resisting it. The key takeaway? Innovation happens when we embrace the shifts rather than fear them.
“Our industry is always in a challenging year. It’s always a pivotal year. It’s leading to change and that change leads to innovation.” – Mike Racic, Prebid
2. The Open Web Needs a Stronger Ad Spend Strategy
Despite increasing internet consumption, a majority of ad spend still funnels into walled gardens. This remains a challenge for publishers looking to attract budgets that could otherwise support a more open, democratic web. The industry needs to continue improving privacy-first, scalable alternatives to remain competitive.
Sven Hagemeier GM, Inventory Development, The Trade Desk
3. Standardization is More Important Than Ever
Buyers and publishers alike are looking for clarity and consistency when it comes to identity and measurement. As Rory Latham from GroupM noted, fragmentation remains a challenge—and without a more unified approach, adoption of alternative solutions will remain slow. Standardization will play a critical role in moving the industry forward.
“Standardization would be massively helpful. Just like RTB specifications exist, we need clear structures so we can feed insights into attribution models and demonstrate the value of the open web.” – Rory Latham, GroupM
4. Curation is a Rising Priority
As Index Exchange CEO Andrew Casale highlighted, curation is gaining momentum as a way to refine inventory and drive better outcomes. By using first-party data and contextual signals to optimize campaigns, publishers and advertisers can create more efficient, targeted advertising environments without relying on third-party cookies.
“Curation is innovation that is building on existing infrastructure to drive better outcomes.” – Andrew Casale, Index Exchange
5. AI’s Role in Programmatic
AI is reshaping the digital advertising landscape, but its impact is complex. As Debra Fleenor pointed out, AI is both a disruptor and an enabler—it has altered search patterns and reduced traffic to some publishers, but it is also the key to building stronger user relationships and optimizing identity solutions.
“AI is both a friend and a foe. It’s a foe if you lose traffic due to AI-driven search shifts, but it’s a friend because AI, ML, and LLMs are the very tools that will help build stronger relationships with users and sustain engagement.” – Debra Fleenor, Adapex
AI is not static—it is constantly learning, adapting, and reshaping the industry. The key to navigating its impact lies in how publishers and advertisers respond. The shift in search patterns caused by AI requires a stronger, more direct relationship between publishers and their audiences. Meanwhile, AI provides the tools to optimize engagement, improve monetization strategies, and adapt dynamically to industry changes.
Looking Ahead
The Prebid Ascent 2025 discussions reflected an industry in constant transition—working through challenges but also making progress.
- Identity solutions are evolving, but standardization remains a hurdle.
- Advertisers need better visibility into cookieless inventory.
- AI and curation are emerging as key tools for navigating the shifting landscape.
The industry continues to evolve, and collaboration, innovation, and adaptability will be essential for navigating the changes ahead. By working together to improve identity solutions, responsibly embracing AI, and strengthening the open web, publishers and advertisers can create a more sustainable and effective ecosystem for the future.
