As CTV advertising remains one of the fastest growing sectors in the digital video ad industry, the AdPlayer.Pro team explores the key trends shaping the CTV market in 2025.
If there’s a niche in online video advertising, which has been undergoing galloping evolution over the past years, it’s definitely CTV advertising.
Non-surprisingly, even amid the global economic turbulence, tracked in 2025, which couldn’t but take a toll on advertisers’ overall video ad spend, the ad spend in the CTV segment continues growing at a steady, if not accelerating pace, and is predicted to exceed $26,000,000,000 this year, marking an impressive 13% YoY increase (per IAB forecasts).
In this respect, as the increasingly greater share of digital businesses are shifting their focus to CTV advertising, it’s high time to have a closer look at some of the major trends, which are likely to have the most profound impact on the near future of the CTV ad market in the months and years ahead.
The New Era of Shoppable CTV Ads Is Here
As the experts admit, retail media advertising in the CTV niche unlocks exceptional opportunities for brands to engage their consumers more effectively and at a much larger scale.
According to a Kenshoo Skai poll, people demonstrate their exceptional willingness to engage with shoppable ads in the CTV environment, where active viewership implies longer attention spans. Namely, as the poll results show, over 90% of consumers are actively reviewing product and pricing offers on Prime Video and almost 80% of them admit they’re ready to make a direct purchase from video ads using a “Buy now” option, if the product/offer matches their wishes/needs.
In this respect, while some of the key barriers to adoption, e.g. those related to targeting and attribution, in the CTV retail ad niche still persist, particularly when it comes to programmatic ad sales, opting for data-driven, personalized video ads can significantly improve engagement rates across OTT devices in 2025.
More importantly, the integration of interactive elements, like QR codes, directly in the CTV video ad creatives, which allow tracking the programmatic ad impact more precisely, hence expanding performance- & outcome-based KPI reporting capabilities, enables advertisers to improve their brand lift & incremental lift outcomes more efficiently.
Unleashing the Power of S2S Video Ad Integrations in CTV
Undoubtedly, compared to other sectors of digital video advertising, it’s critical to ensure the scalability and consistency of programmatic video ad delivery in the top-performing environments, like CTV.
On the technical side, this means that businesses need to ensure the lowest possible page latency, as well as the smooth & fast integration of Demand Tags into publishers’ digital properties, with minimum technical issues throughout the implementation cycle.
And this is where server-to-server (S2S) video ad integrations come into play.
Namely, the use of S2S integration options by AdPlayer.Pro, for instance, enables to significantly reduce the operational load, making it faster & easier to configure and implement S2S Demand Tags, as well as generate & set up custom Endpoint URLs for publisher integrations.
More importantly, being able to take advantage of the available S2S video header bidding functionality and dynamic auctions, can potentially help companies, particularly on the Supply side, to substantially increase their fill rates, hence adding new revenue streams to their monetization stack.
For more information about the available AdPlayer.Pro S2S video ad serving capabilities, please contact your dedicated account manager or send an email to sales@adplayer.pro.