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2025 Recap with Vidverto: A Year of Scaling and Reshaping
2025 was a year of scaling what already worked, reshaping the platform, and making deliberate moves toward long-term growth. In this article, we reflect on the key moments of Vidverto’s journey and the ad tech market dynamics behind them.
Evolution from SSP to Vidverto Ad Tech Platform
One of Vidverto’s most important shifts in 2025 was its evolution from a focused video supply-side platform into a broader ad tech platform, including the launch of the Vidverto Demand-Side Platform (DSP). This step was a natural response to how the market itself has been changing.
This step wasn’t just about adding a product — it reflected how the advertising market has evolved in 2025. Advertisers and publishers are moving away from fragmented tools toward integrated platforms that connect supply and demand and simplify execution.
Programmatic now drives the vast majority of digital media buying, with over 90% of display ad spend executed programmatically. As budgets spread across web, video, mobile, and CTV, buyers increasingly expect unified systems that allow them to plan, buy, and optimize campaigns in one place.
At the same time, publishers are under pressure to improve yield without compromising user experience. Platforms that combine SSP and DSP capabilities can respond faster to performance signals and better align inventory with real demand. In 2025, this level of cohesion has become a baseline requirement for scalable ad tech platforms.
New Website and Updated Brand Identity
Midway through the year, we introduced a new website and refreshed Vidverto’s brand identity. This moment mattered more than it might appear from the outside.
In 2025, attention is scarce and patience is even scarcer. The new brand was designed to communicate who we are today, not who we used to be. It clarifies the scope of our platform, our value proposition, and the direction we are moving in.
The goal was simple: make Vidverto easier to understand and easier to engage with. In a crowded ad tech landscape, clarity itself has become a competitive advantage.
New High-Impact Ad Formats
Advertisers want formats that genuinely earn attention and deliver measurable results. At the same time, publishers need monetization solutions that work with the user experience, not against it.
In response, we introduced new advertising formats throughout 2025:
Each format was designed with performance, engagement, and scalability in mind, reflecting how audiences consume content today across devices and screens.
It was about giving our partners practical tools that match current media behavior — cross-screen consumption, performance-driven budgets, and higher expectations for quality and usability.
Becoming a member of IAB Croatia
Joining IAB Croatia marked an important step in Vidverto’s integration into local and regional industry ecosystems. Membership in the Interactive Advertising Bureau signals commitment to shared standards, transparency, and long-term participation in shaping the digital advertising market.
Launching in the Croatian Market
On September 11, 2025, we introduced Vidverto to the Croatian ad tech community in Zagreb and officially launched the Vidverto Demand-Side Platform in the region. The event marked an important step in establishing a local presence and opening direct dialogue with publishers, agencies, and advertisers across the Balkans.
Connecting With the Global Ad Tech Community
Throughout 2025, we participated in and followed key industry events, including Cannes Lions, DMEXCO, the IAB Ukraine Data & Programmatic Conference, Web Summit, and many more.
Those events revealed a clear shift toward proven, performance-driven solutions, where creative, data, and technology work together. AI is increasingly used to improve optimization, targeting, and decision-making rather than positioned as a standalone product.
At the same time, advertisers are pushing for simpler, privacy-first programmatic workflows and stronger use of first-party data. Platforms that reduce friction and adapt to local market conditions are gaining preference over complex, fragmented stacks.
Expanding into the Netherlands
Later in the year, we expanded into the Netherlands, one of Europe’s most mature and competitive digital advertising markets. The Dutch market sets a high bar, with advertisers and agencies operating advanced programmatic practices and strong performance benchmarks.
We’re glad to begin building Vidverto’s presence in the Netherlands and look forward to working with local partners to explore opportunities and collaborate within this dynamic market.
Key Ad Tech Highlights in 2025
In 2025, the ad tech market continued to grow while undergoing a meaningful transformation. This shift was driven by the widespread adoption of AI, a decisive move toward first-party data and contextual targeting in a privacy-first environment, and the rapid expansion of channels such as Connected TV (CTV) and retail media networks.
- AI moved from experimentation to infrastructure in 2025. It became a core tool for personalization at scale, creative automation, real-time optimization, and fraud detection, driving higher efficiency and stronger performance. More advanced, semi-autonomous AI systems also began to appear, handling increasingly complex tasks with limited manual input.
- Privacy shifted from a future challenge to an operating reality. As third-party cookies continued to phase out and regulation tightened, first-party data became central to targeting strategies. Contextual advertising regained momentum, supported by AI-driven content analysis, while alternative identifiers and data clean rooms helped maintain measurement and addressability in privacy-safe ways.
- Media spend kept moving toward high-growth channels. Connected TV strengthened its position as budgets shifted from linear TV to ad-supported streaming, while retail media networks scaled quickly by leveraging purchase data and closed-loop measurement. In parallel, in-game advertising and digital out-of-home continued to grow through more native formats and better measurability.
- The market also saw further consolidation. M&A activity increased as platforms expanded capabilities and scale, while advertisers focused more on supply path optimization, curated marketplaces, and higher-quality inventory to improve transparency and reduce waste.
- At the same time, consumer expectations became more influential. Audiences, especially Gen Z and Gen Alpha, showed a clear preference for authentic, non-intrusive experiences, pushing brands toward short-form video, sound-off formats with strong visuals, and interactive or shoppable ads.
Looking back, 2025 was a year of momentum and adjustment for the ad tech industry. A year where experience mattered, expectations became clearer, and real work took priority over experiments.
As we step into 2026, we’re genuinely looking forward to what’s ahead — new ideas, stronger partnerships, and continued growth built together with the people we work with every day.
