Top-5 B2B AdTech Marketing Trends to Watch in 2025

Projections don’t always come true, but monitoring trends can help you prepare for various future scenarios (except maybe for black swans). In this article, you’ll find the top five AdTech developments influencing B2B marketing this year and insights on staying ahead of the competition.

AI-Driven Ad Personalization

Over the last few years, generative AI has become a game-changer, and this trend will keep evolving in 2025 as more and more companies start using this technology to launch hyper-personalized ad campaigns.

57% of marketing professionals believe AI improves their performance metrics. Moreover, only 1% of respondents claimed they didn’t benefit from using AI for ad personalization.

Statistica

How can AI help you personalize campaigns? First, it simplifies content creation and has already reached far beyond using ChatGPT or Midjourney to generate images and copy. For instance, in 2024, the French luxury goods company Lancel launched an ad campaign created entirely by AI (The Brandtech Group’s AI platform, Pencil). Seventy-two images appeared on Facebook, Instagram, TikTok, and LinkedIn, raising awareness of Lancel’s new luggage line. Not only were they creative and fun, but they also saved the company lots of money on production since they depicted various locations around the globe.

Second, AI helps target the audience more precisely. For example, Meta introduced the public to the advanced tool AI Sandbox. It allows advertisers to launch highly targeted ads across various platforms while saving time and effort on manual tasks like cropping images for different social media.

Third, AI-based tools can help you optimize campaigns. For example, Salesforce’s Einstein recommends the best time to send emails based on the customers’ engagement data from the past.

Even more AI-based solutions are coming in 2025, so we can expect more opportunities to launch ad campaigns seamlessly and quickly. 

Privacy-First Marketing

For companies that used to rely on third-party data, regulation tightening was terrible news. Introduced a few years ago, the General Data Protection Regulation (GDPR) in Europe and The California Consumer Privacy Act (CCPA) in the USA granted users more control over personal data and increased data privacy. However, these regulations also meant that ad tech players had to redefine their strategies and focus on the privacy-first approach instead of using third-party (3P) cookies. 

In 2025, the answer to this challenge is first-party data. Companies can receive the data directly from customers through email subscriptions, participation in loyalty programs, etc.

90% of respondents are willing to share their behavioral data if they get a cheaper and easier shopping experience in return. At the same time, 86% of customers are worried about their data privacy.

SmarterHQ

Companies must address these concerns by implementing clear privacy policies and data security tools. Trust may become a new currency in the future: the more your customers trust you with their data, the more efficient your campaigns will be.

Account-Based Marketing (ABM) in Ad Tech

The best accounts bring you the biggest profits. This simple idea stands behind ABM: focus on potential high-value accounts and create a personalized experience for them. Within this approach, a company combines marketing and sales efforts to engage customers (most often, B2B) and build long-term relationships with them.

A significant part of an ABM strategy is account selection. Instead of casting a wide net, companies turn to AI-powered platforms to choose ideal customers. For instance, services like 6sense and Demandbase use predictive modeling and analyze account behavior to select the best leads. 

Another crucial ABM element is delivering consistent, personalized messages to high-value accounts across various channels. This requires integrating marketing and sales data with the help of platforms like Salesforce Pardot. These ad tech tools save time when automating B2B marketing tasks, give both teams customer insights, and eventually optimize ROI by shortening the sales cycle.

Let’s explore the impressive results of a thoughtfully implemented ABM strategy. Snowflake, an account-based organization providing the platform for data warehousing and data engineering, decided to take on the ABM approach to keep growing. It identified target accounts and attracted them via the ABM platform RollWorks, LinkedIn, and direct mail. Then, Snowflake engaged customers with personalized experiences created via the Uberflip platform. As a result of implementing this ABM strategy, Snowflake increased meetings with SDRs (sales development representatives) by 75%.

Advancements in Programmatic Advertising

Programmatic advertising never stops evolving, reacting to new challenges publishers and advertisers face. For example, this ecosystem responded to the decline of third-party cookies with contextual targeting. Today, companies can display their ads based on content instead of the customer’s data. AI-powered programmatic platforms analyze the content to increase ad relevance and improve brand safety. So, you can be sure your ads will appear in contexts relevant to your brand.

Another trend worth mentioning is the rising popularity of the connected TV (CTV) and digital out-of-home (DOOH) ad formats.

CTV advertising revenue worldwide was $22.8 billion in 2022, $31.95 billion in 2023, and will likely reach $46 billion in 2025. 

Statista

DOOH ads can attract customers during non-working hours, such as in a shopping mall or airport. For B2B companies, it makes sense to try new channels besides traditional email and social media. 

What makes programmatic advertising so powerful? The part of the answer is AI and machine learning, which are the backbones of this technology. AI enables real-time optimization: automatically calibrates bids to win in auctions more often and helps adjust creatives to maximize your campaign performance. Machine learning makes precise targeting possible, defining customer segments based on their interests and behavior. Thus, modern programmatic platforms can help you increase conversions and cost-effectiveness across multiple channels.

The Evolution of Measurement and Attribution

Measuring campaign performance in B2B marketing is like cooking a complicated meal: the process is sophisticated, requires time, and the results aren’t apparent at once. It’s understandable: longer sales cycles, mixing offline and online activities, and more complex customer journeys compared to B2C marketing. How to measure performance precisely under such conditions? 

The answer is multi-touch attribution (MTA). This approach integrates the data of all customer interactions and allows evaluation of the contribution of different channels to the company’s goals.

Wrapping Up

In 2025, more than ever, it will be crucial to link marketing efforts to business outcomes. To do so, companies must implement revenue attribution models and focus on key metrics, such as customer acquisition cost and lifetime value, instead of clicks and impressions. 

The increasing complexity of the B2B landscape doesn’t only present new challenges but also brings opportunities. In 2025, you have all the chances to implement new frameworks and technologies and lift your marketing to the next level.