The “Top Digital Trends 2025” report, prepared by IAB Spain and sponsored by Adevinta, offers a comprehensive vision of the advertising market and the keys to the digital business for the year 2025. This report highlights the importance of artificial intelligence (AI), the data management and the new regulatory framework as determining factors in the evolution of business strategies.

Artificial intelligence is revolutionizing personalization at scale and in real time through data analysis and geolocation. Far from being a threat, AI will enhance creativity and allow global campaigns to be scaled more efficiently, adapting to different cultures. The democratization of AI, enabled by collaborative platforms, will transform the way brands design and execute their strategies.

Another emerging trend is the rise of Data Clean Rooms, which allow brands to combine data securely and anonymously, obtaining deeper results on consumer behavior. AI will continue to revolutionize data management, automating processes and improving decision making. In addition, blockchain and smart contracts will guarantee transparency and protection of creators’ copyrights, contributing to a fairer ecosystem.

Challenges of the New Regulatory Framework

The current regulatory landscape will require greater transparency from the sector, as well as operational and technical changes to which companies will need to adapt quickly. The economic contribution of digital advertising to media and digital properties is significant. However, administrative guidelines that restrict the use of data for digital advertising or impose monetary payments could harm both the sector and society in general, affecting business freedom and free access to content and services on the Internet.

The European AI Regulation, which is already in force but will be applied gradually until 2026-2027 for some sectors, will require further administrative guidance to expand some obligations and clarify the application of the regulations. In February, prohibitions related to the use of AI systems that represent a threat to the safety or rights of people will be known. In addition, more specific information on the regulatory application to general-purpose AI models is expected in August.

Growing concern about sustainability is driving European regulations that force companies to be more transparent and responsible in environmental matters. Regulations such as the CSRD will require companies to report in detail on their environmental, social and governance (ESG) performance. Other directives, such as the Corporate Sustainability Due Diligence (CSDDD) and the Green Claims Directive, will also have a significant impact on the sector.

Hyperpersonalization and Visibility

The competition for consumer attention will move to the algorithmic realm, where brands will look for innovative formulas to stand out. Creativity, accompanied by the measurement of emotions, will be key to designing more effective and personalized campaigns. Advertising is expected to evolve toward measuring attitudes and generating lasting impact.

Social networks are establishing themselves as one of the main search engines, especially among the younger generations, replacing traditional search engines. The digital presence of managers will be increasingly integrated into business strategies to improve brand perception. Additionally, breaking up video podcasts into short clips will increase their visibility significantly.