IAB Spain has released its 'Top Digital Trends 2025' report, highlighting significant shifts in the digital advertising landscape. Central to this year’s findings is the transformative role of artificial intelligence (AI), which is enhancing real-time personalization through data analysis and geolocation. Rather than posing a threat, AI is expected to boost creativity and allow brands to scale global campaigns more efficiently, adapting to diverse cultures.
Another emerging trend is the rise of Data Clean Rooms, facilitating secure and anonymous data combination for deeper consumer insights. AI will continue to revolutionize data management, automating processes and improving decision-making, while blockchain and smart contracts will ensure transparency and protect creators' rights, contributing to a fairer ecosystem.
Current regulatory frameworks are pushing for greater transparency in the sector, prompting operational and technical changes that companies must quickly adapt to. The economic contribution of digital advertising to media and digital properties highlights the potential risks of administrative guidelines that restrict data usage for advertising or impose monetary payments, which could harm both the sector and society, impacting business freedom and access to free online content.
Moreover, the European AI Regulation, already in effect but gradually applicable until 2026-2027 for certain sectors, will require additional administrative guidelines that clarify its application in the advertising sector. Upcoming announcements in February will detail prohibitions related to AI systems that pose threats to safety or individual rights, with more specifics expected in August regarding general-use AI models.
Increasing concerns over sustainability are driving a wave of European regulations mandating companies to be more transparent and responsible regarding environmental issues. Regulations like CSRD will require detailed reporting on environmental, social, and governance (ESG) performance, while directives such as the Corporate Sustainability Due Diligence Directive (CSDDD) and the Green Claims Directive are set to significantly impact the sector.
In parallel, competition for consumer attention is shifting to an algorithmic realm, where brands will seek innovative methods to stand out. Creativity, coupled with emotion measurement, will become pivotal in designing effective and personalized campaigns. Advertising is also expected to evolve towards measuring attitudes and creating lasting impacts.
Social media platforms are solidifying their role as major search engines, particularly among younger generations, replacing traditional search engines. Additionally, the digital presence of executives is increasingly integrated into business strategies to enhance brand perception, while the fragmentation of videopodcasts into short clips will significantly boost their visibility.
As Reyes Justribó, General Director of IAB Spain, states, 'The advertising industry is evolving rapidly. We are in a transformative moment driven by emerging technologies, new business models, and an increasingly demanding regulatory environment. Our annual report aims to serve as a compass for industry players, providing insights and preparation for the challenges and changes that will shape the digital business landscape in 2025.'