{"id":92582,"date":"2025-11-17T13:39:42","date_gmt":"2025-11-17T11:39:42","guid":{"rendered":"https:\/\/www.almamedia.fi\/mainostajat\/?p=92582"},"modified":"2025-11-17T13:43:48","modified_gmt":"2025-11-17T11:43:48","slug":"programmatic-advertising-in-finland-2025-optimism-ai-and-new-growth-channels","status":"publish","type":"post","link":"https:\/\/www.almamedia.fi\/mainostajat\/en\/programmatic-advertising-in-finland-2025-optimism-ai-and-new-growth-channels\/","title":{"rendered":"Programmatic Advertising in Finland 2025: Optimism, AI, and New Growth Channels\u00a0"},"content":{"rendered":"\n<p><strong>IAB Finland\u2019s <em>State and Trends of Programmatic Buying 2025<\/em> report, published on November 12, 2025, reveals that although programmatic ad investments in Finland have declined in recent years, confidence in the future remains strong. Industry professionals expect growth to return, driven by AI, attention metrics, and emerging channels.\u00a0<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Market Seeks New Growth&nbsp;<\/h2>\n\n\n\n<p>Programmatic advertising volumes have reflected the general downturn of the ad market. Yet, the majority of respondents say that the importance of programmatic buying in their organizations has remained stable or even increased. Among agencies, <strong>38% report that the role of programmatic has grown<\/strong>, and in many companies, it already represents the majority of digital advertising spend.&nbsp;<\/p>\n\n\n\n<p>The biggest gap between demand and supply lies in <strong>emerging channels<\/strong> such as digital out-of-home (DOOH), connected TV (CTV), and audio\u2014areas that attract interest but still have limited programmatic inventory.&nbsp;<\/p>\n\n\n\n<p><em>\u201cTurning the market back to growth requires close cooperation between publishers, buyers, and advertisers\u2014and the courage to reinvent existing models. In Finland, we need a shared commitment to fully harness the potential of programmatic.\u201d<\/em>&nbsp;<br><em>\u2014 <\/em><strong><em>Maarit Toivonen, Alma Media<\/em><\/strong>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Benefits Are Clear, but the Talent Shortage Slows Progress&nbsp;<\/h2>\n\n\n\n<p>According to the study, the <strong>core benefits of programmatic buying<\/strong> remain consistent year over year. For buyers, the top three are diverse data and targeting capabilities, optimization and algorithmic tools, and overall control and efficiency.&nbsp;<\/p>\n\n\n\n<p>At the same time, the <strong>lack of skilled professionals<\/strong> continues to be the single greatest challenge, for the third consecutive year. Advertisers also highlight <strong>the need for stronger impact measurement, the complexity of regulation<\/strong>, and <strong>privacy-related limitations<\/strong>.&nbsp;<\/p>\n\n\n\n<p>On the publisher side, key concerns include <strong>pricing transparency, value chain clarity<\/strong>, and the <strong>need to strengthen sales organizations\u2019 programmatic expertise<\/strong>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AI and Attention Emerge as New Growth Drivers&nbsp;<\/h2>\n\n\n\n<p>The most distinct trends for 2025 are <strong>the rise of AI<\/strong>, <strong>emerging channels<\/strong>, <strong>attention measurement<\/strong>, and <strong>high-impact formats<\/strong>.\u00a0<br>AI is increasingly used in <strong>reporting, analytics, and problem-solving<\/strong>, and its role is expected to expand in <strong>campaign planning and optimization<\/strong> as well.\u00a0<\/p>\n\n\n\n<p>The growing interest in attention measurement signals a shift: marketers want to understand the <strong>true impact of advertising<\/strong>, rather than just impressions. Supporting this trend, <strong>high-impact formats<\/strong> are rapidly gaining popularity in the market.&nbsp;<\/p>\n\n\n\n<p>Structural Barriers and Skills Gaps Hold Back Growth&nbsp;<\/p>\n\n\n\n<p>Respondents also recognize <strong>structural barriers<\/strong> that slow progress: tradition, the small market size, the dominance of local media houses, and the ease of direct buying. Programmatic is still often viewed as <strong>complex and technical<\/strong>, and the skills gap remains a bottleneck.&nbsp;<\/p>\n\n\n\n<p><em>\u201cIn Finland, we often stick to the mindset of \u2018this is how we\u2019ve always done it,\u2019 and there\u2019s not always the courage to try something new. Retaining skilled professionals and elevating programmatic to the management agenda are critical for the future.\u201d<\/em>&nbsp;<br><em>\u2014 Quote from open-ended survey responses<\/em>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Toward an AI-Assisted and Transparent Future&nbsp;<\/h2>\n\n\n\n<p>Over the coming year, industry players hope to see <strong>broader use of AI<\/strong>, <strong>wider adoption of attention metrics<\/strong>, and the <strong>integration of retail media players<\/strong> into the programmatic ecosystem.&nbsp;<\/p>\n\n\n\n<p>On the publisher side, there is also a growing emphasis on <strong>strengthening the value of domestic journalistic content<\/strong> and developing <strong>cookie-free, user-friendly solutions<\/strong>.&nbsp;<\/p>\n\n\n\n<p>&nbsp;<strong>Read and download the full report<\/strong> (in Finnish) on IAB Finland\u2019s website: <a href=\"https:\/\/www.iab.fi\/oppaat\/oppaat\/ohjelmallisen-ostamisen-nykytila-2025.html\" target=\"_blank\" rel=\"noreferrer noopener\"><em>State and Trends of Programmatic Buying 2025<\/em><\/a>&nbsp;<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAB Finland\u2019s State and Trends of Programmatic Buying 2025 report, published on November 12, 2025, [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":92595,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[122,349],"tags":[354],"class_list":["post-92582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","category-programmatic-advertising","tag-programmatic-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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