By Adam Dineen, Associate Director – Digital Media, Programmatic and Ad Tech at Moriati Recruitment
The adtech world evolves at breakneck speed, and 2025 is set to bring fresh challenges and opportunities. Whether you’re a Media Owner, adtech business, Media Agency, or Candidate, staying ahead of the curve is essential. With 25 years of experience—starting in media sales before transitioning into recruitment—I’ve seen trends rise and fall from both sides of the industry. And if there is one constant I’ve noticed in this industry, it’s that change is always around the corner. Here is my take on what will shape adtech recruitment this year.
Looking Back at 2024: A Year of Recovery
Last year was a mixed bag for hiring. While recruitment activity picked up, decision-making often felt slow and cautious. Budgets were tightly controlled, especially for sales roles, with employers focused on candidates who could deliver immediate results.
Salaries struggled to keep pace with inflation, and redundancies led many senior salespeople to reconsider their expectations on salary and seniority. Meanwhile, AI-driven recruitment tools—intended to streamline hiring—sometimes created a disconnect between employers and candidates, missing the human intuition essential in a relationship-driven industry like adtech.
I lost count of the number of candidates who told me they applied for roles directly, only to be met with weeks of radio-silence—no feedback, no updates, nothing. It’s frustrating, not just for them but for companies unknowingly damaging their employer brand. A quick email or call goes a long way, doesn’t it?
Despite these challenges, confidence is on the rise in 2025, setting the stage for a year focused on growth and innovation.
Trends Shaping adtech recruitment in 2025
No one has a crystal ball, and we’re still seeing high-profile redundancies from some well-established adtech companies. But this year already feels different—there’s a renewed buzz, an energy that’s been missing for a while. Companies are innovating again, and hiring plans seem more strategic rather than reactive.
A recent LinkedIn poll I ran put Retail Media front and centre as the area most likely to explode in 2025—and the numbers back it up. Retailers are becoming Ad Networks, and brands are doubling down on technology to engage, interact, and directly transact with customers. Expect to see a surge in demand for enterprise sales professionals, vertical-specific sales specialists, and data analysts across in-house teams, tech platforms, and consultancies helping Tier 2 and Tier 3 retailers get in on the action.
CTV’s Expanding Ecosystem
Connected TV (CTV) is still attracting big investment, especially across OEMs (Original Equipment Manufacturers), OS (Operating Systems), and Content Streamers. I’m excited to see how this new wave of FAST Apps and services disrupt/complement the market.
The space is becoming an intricate web of partnerships—where today’s collaborator might be tomorrow’s competitor. It’s no longer just about selling ad space; sales teams need to understand programmatic strategies, tech partner relationships, and data-driven audience targeting.
AI-Powered adtech
AI in adtech isn’t new…“Machine Learning” has been a slide in every pitch deck for over a decade—but now we’re finally seeing how real AI can truly reshape the industry and hiring. More overseas based AI-driven adtech startups are expanding into the UK, which will bring fresh competition and demand for commercial talent. Roles in sales engineering, data consulting, and AI-powered campaign and content optimization will see a hiring boom as companies look for professionals who can bridge the gap between cutting-edge technology and commercial success.
Shifting Sales Talent Priorities
With cost-conscious hiring still in play, many established businesses are prioritizing mid-level sales talent over expensive senior hires, focusing on revenue generation that balances cost and impact. Meanwhile, broadcasters and publishers are leaning heavily into Monetization and Commerce teams, keen to maximize every revenue opportunity.
Ive also noticed a shift in the profile of Sales Leaders;. A decade ago, most commercial heads came up through media owners or traditional ad networks, leveraging their connections. Now, the top names often come from pure-play adtech backgrounds or even SaaS and MarTech sectors—and that’s having a huge impact on sales structures. Teams are becoming more data-driven and accountable, with many embracing the MEDDIC framework (a structured approach to qualifying and closing complex sales). But don’t worry, there is still an important place for the traditional, creative thinking and relationship driven media sales professionals out there. The industry would loose it’s soul without you.
Final Thoughts
2025 is shaping up to be a pivotal year for adtech recruitment. If you’re hiring, it’s time to think about the skills your team will need to stay competitive and not losing the human touch in your hiring process. And if you’re a candidate, now’s the moment to position yourself for the next wave of opportunities, upskilling on the tech side where necessary.
This is just a small glimpse into a tiny part of the industry, and I’d love to hear what trends you’re seeing. If you are building your adtech teams this year or searching for the next opportunity yourself, I’d be happy to help you navigate the evolving landscape.
