AdFusion: The programmatic market has matured and urgently needs innovation

44% of marketers predict an increase in programmatic spending

Programmatic advertising is becoming an increasingly significant part of marketing budgets. According to the report’s findings, as many as 44% of media agency representatives and publishers plan to increase their programmatic ad spend in 2025. At the same time, 26% remain undecided. What’s behind this uncertainty?

"Marketers recognise the potential of programmatic advertising, but the evolving technological and regulatory landscape demands greater flexibility in budget management, explains Kąkol.

The stakes are high. According to data from IAB Poland, the Polish programmatic advertising market was worth 1.6 billion PLN in 2023, accounting for 47% of display ad spending, including video.

Programmatic budgets focus on branding

An analysis of programmatic budgets shows that most investments are directed towards brand- building campaigns. In 2024, as many as 59% of respondents in AdFusion’s study stated that branding activities were their top priority. Not only do brand campaigns dominate, but they also illustrate how programmatic is reshaping communication strategies.

"Programmatic advertising is now a key tool for building brand awareness. With precise targeting and real-time optimisation, it enables brands to engage audiences more effectively and manage budgets more efficiently," highlights Kąkol.

While sales-driven objectives are still present, they are less frequently pursued through programmatic, suggesting that marketers are exploring alternative ways to drive direct sales. There is also a growing use of programmatic advertising for mobile app promotion, which could signal emerging trends in the coming years.

The market urgently needs AI

For programmatic advertising to continue evolving, the market needs innovation – and artificial intelligence is at the heart of it. According to AdFusion’s research, AI is one of the most transformative 2 directions for the industry, yet its full potential remains largely untapped. Only 3% of media agency representatives and publishers believe that AI solutions are currently being effectively implemented in programmatic advertising.

"A mature market needs a push to keep it moving. AI has the potential to solve some of the industry’s biggest challenges – from improving traffic quality and enhancing brand safety to providing stronger protection against ad fraud," notes Kąkol. "At AdFusion, we embrace change and believe that forming strategic partnerships with international technology firms will accelerate the adoption of innovations and enable us to provide clients with even more advanced advertising solutions."