The WARC Podcast 2025's biggest trends in programmatic advertising
6 snips
Aug 5, 2025 In this engaging discussion, Joe Root, CEO and co-founder of Permutive, unpacks the trends reshaping programmatic advertising towards 2025. He highlights the decline of the open internet and the rise of sell-side curation, which could revolutionize inventory management. Joe delves into the complexities of the ad tech supply chain and explains how AI can enhance brand safety by focusing on quality news. With a vision for a cookie-less future, he emphasizes the importance of first-party data and curated inventory to ensure effective ad targeting.
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Open Web's Rebirth, Not Death
- The open web programmatic is not dying but undergoing a rebirth due to privacy and data challenges.
- Removing ID limitations reveals the open internet can outperform walled gardens like Facebook and Google.
Shift to Predictive Programmatic Models
- The shift from deterministic ID-based targeting to probabilistic, predictive advertising is key.
- Facebook rebuilt its algorithms on predictive models; open internet must adopt similar strategies to improve.
Sky's Success with Predictive Signals
- Sky used Permutive to implement predictive modeling and found open internet signals more predictive than Facebook's.
- They achieved incremental CPAs on par or better than Facebook and Google, proving open internet viability.