The DLL (Digital Leading Ladies) has launched its 2025 Digital & Adtech Predictions report. An overview of the key findings and insight from the report follows. NDA will be digging further into the report over the following weeks.
DLL 2025 Predictions Analysis by Maria Cadbury, CRO Wult and Co-Founder, DLL
As we step into 2025, the digital advertising and adtech landscape is undergoing rapid transformation. Industry leaders are navigating an era defined by unexpected data privacy media requirements, AI-driven innovation, and shifting consumer expectations.
The DLL (Digital Leading Ladies) 2025 Digital & Adtech Predictions report gathers insights from top experts across the ecosystem, providing a comprehensive look at the trends set to redefine advertising this year.
Among the dominant themes emerging are the urgent need for GDPR-compliant media, the evolution of AI in advertising, and the push toward omnichannel strategies that ensure seamless, personalized experiences. Brands are being challenged to rethink their supply chains, media transparency, and workforce strategies, as businesses that fail to adapt risk falling behind in an increasingly competitive and regulatory-heavy environment.
Beyond technology, 2025 is also shaping up to be a pivotal year for employee well-being and workplace evolution. Thought leaders emphasize that the future of work depends on balancing AI-driven efficiencies with human-centric approaches, ensuring sustainable success. Meanwhile, the rise of voice technology, social commerce, and predictive analytics presents new opportunities for brands to connect with audiences in more meaningful ways.
This analysis dives deeper into the key themes of the DLL 2025 Digital & Adtech Predictions report, breaking down the opportunities and challenges that will define the industry’s trajectory. Will brands and advertisers embrace these changes proactively, or will they struggle to keep pace with the rapid evolution of digital media?
But the question remains: is the industry ready for the transformation it claims to embrace?
Privacy and Regulation: A Wake-Up Call for Brands
Data privacy is no longer a looming threat—it’s an immediate reality. Maria Cadbury, CRO of Wult, underscores the increasing scrutiny from regulatory bodies like the ICO, which have already issued warnings to 53 of the UK’s top 100 publishers. Meanwhile, the U.S. is moving forward with state-specific privacy laws, creating a fragmented but stringent compliance environment.
Despite the urgency, many brands remain reactive rather than proactive. While companies such as Wult are leading the charge in GDPR-compliant media, the wider industry has been slow to adopt robust governance structures. Paula Bacariza Perez of EMEA Data Partnerships stresses that 2025 must be the year advertisers demand greater transparency in the supply chain. “We need to ensure that inventory is delivering real value. It is our collective responsibility to extract more value than we take.”
AI: Disruptor or Commodity?
There’s no doubt that AI is revolutionizing advertising, but its unchecked adoption comes with risks. Katie Atkinson, Managing Director of The Runway Media, likens AI’s current trajectory to electricity—an inevitable, universal force. However, she warns against the industry’s overreliance on generative AI without the necessary guardrails, pointing to the growing risk of misinformation and biased outputs. “AI must be used responsibly—marketers should educate their teams on fact-checking and data ethics.”
Emma Jackson, an award-winning prompt engineer, takes it a step further, cautioning against AI investments that could soon be redundant. “Many AI tools will become native within existing platforms. Companies need to assess long-term value before committing to expensive AI solutions.”
Geisla de Souza, EVP of Global Media Solutions at MFG (Essencemediacom), highlights AI’s transformative potential: “Automation will continue to shape the industry, giving marketers the agility to respond to trends in real time.”
Celine Saturnino, CEO of Total Media, believes AI will revolutionize behavioral tracking: “Predictive AI will allow deeper insights into consumer behaviors, creating personalized journeys at scale.”
Consumer Experience: The Holy Grail?
One of the most promising insights from the report is the shift toward a consumer-first approach. Zoe Burton of Say It Now champions voice technology as a game-changer, arguing that brands that remove friction from consumer interactions will ultimately dominate. “Voice tech is the key to hyper-personalized experiences, from shopping to entertainment.”
Lauren Ogúndèkó, Chief Activation Officer, EMEA, agrees that personalization and social commerce are key, pointing to TikTok Shop’s exponential growth. “Social commerce will redefine shopping, merging entertainment and transactions in seamless ways.”
Julia Linehan, CEO and Founder of The Digital Voice™, calls for trust to be central to advertising: “Advertisers must embrace transparency and brand safety to ensure the consumer experience remains positive.”
Jess Bradley of Local Planet Media highlights the move from transactional advertising to meaningful consumer engagement: “Advertising must shift from demographic targeting to understanding emotional and contextual consumer states.”
Breaking Free from Walled Gardens
Fern Potter of MultiLocal calls for open-source technology to break away from dominant platforms: “Developing open-source adtech will create more advertiser value and better user experiences.”
Cadi Jones, SVP EMEA at Index Exchange, emphasizes the importance of curated marketplaces: “Curation allows advertisers to match demand with high-quality supply, ensuring more effective outcomes.”
The Industry’s Biggest Challenge: Its Own Reluctance to Change
Perhaps the biggest takeaway from the report is not what’s ahead, but how slow the industry has been to adapt. Lisa Goodchild, Chief Trouble Maker at DigiLearning, warns: “Companies that foster AI fluency and lifelong learning will build resilient teams capable of navigating change.”
Bianca Best, Founder & CEO of BiancaBEST, stresses the importance of employee well-being: “”In 2025, people-first agendas will become business-critical as burnout reaches crisis levels—54% of C-suite executives fear it, and 40% of the UK workforce is considering leaving their jobs. With absenteeism costing the global economy $7.8 trillion, businesses must transcend traditional wellness frameworks. Through her new show, The Big Impact Show celebrates success with grace to foster a working world infused with more graceful productivity, kind leadership and unlocked human potential, to create optimism, hope and real life inspiration as we combat the burnout epidemic.
Final Thoughts
As 2025 unfolds, the digital advertising industry stands at a critical crossroads. The predictions outlined in the DLL 2025 report make it clear that while opportunities abound—whether through AI advancements, privacy-first strategies, or consumer-centric innovations—success will depend on the industry’s willingness to adapt. However, at the heart of this transformation lies a non-negotiable factor: data compliance. Those who embrace compliance alongside innovation will lead the way, while those who neglect it risk legal repercussions and loss of consumer confidence. Ultimately, the transformation the industry claims to welcome will require bold action, not just bold predictions. The question is: who will rise to the challenge?
Key takeouts
Privacy and Regulation: A Wake-Up Call – Compliance is urgent; brands must be proactive.
AI: Disruptor or Commodity? – AI is powerful but requires responsible adoption.
Consumer Experience: The Holy Grail? – Personalization and transparency drive success.
Breaking Free from Walled Gardens – Open-source adtech offers new opportunities.
The Industry’s Biggest Challenge – Resistance to change hinders progress.
