May 9, 2025. IAB Day 2025, set to take place on May 14-15 in Bogotá at the Cubo de Colsubsidio, is poised to be a pivotal event for digital marketing professionals. This annual gathering, as highlighted in recent posts on X, will bring together global leaders to explore the latest trends shaping the industry. With a focus on AI, Connected TV (CTV), retail media, data strategies, and programmatic advertising, IAB Day 2025 offers a glimpse into the future of B2B and B2C marketing. Let’s dive into the key trends expected to dominate discussions and redefine digital marketing strategies this year.
AI’s Expanding Role in Digital Marketing
Artificial Intelligence (AI) continues to transform digital marketing, moving beyond automation to strategic decision-making. At IAB Day 2025, expect a deep dive into how AI enhances audience targeting, content creation, and campaign optimization. AI’s ability to analyze vast datasets enables marketers to identify high-value audiences with precision, a critical advantage for B2B tech companies targeting decision-makers. For instance, AI-driven tools can optimize ad placements on platforms like YouTube, ensuring content reaches tech professionals searching for relevant solutions. Additionally, generative AI is evolving to create personalized content, though experts caution against over-reliance on AI-generated material, which can lack the human touch needed for authentic engagement.
The Rise of Connected TV (CTV) in Advertising
CTV is emerging as a cornerstone of digital media strategies, blending the reach of traditional TV with digital targeting capabilities. IAB Day 2025 will spotlight CTV’s projected growth, with ad spend in the UK alone expected to exceed £0.9 billion this year. For B2B tech marketers, CTV offers a unique opportunity to engage decision-makers through streaming platforms, where 74% of UK adults are active viewers. The event will likely explore how AI enhances CTV campaigns by enabling precise audience segmentation and measuring post-ad engagement, helping brands track actions like website visits or product inquiries after an ad airs.
Retail Media and Data-Driven Strategies
Retail media is another focal point at IAB Day 2025, with ad spend projected to grow by 15.6%—more than double the overall ad market growth rate. This trend is particularly relevant for B2B tech companies partnering with retail platforms to reach business buyers. Data strategies, including the use of data clean rooms, will be a key discussion, as they allow brands to collaborate on audience insights while adhering to privacy regulations. These secure environments enable better media planning and attribution, ensuring campaigns are both effective and compliant.
Programmatic Advertising and Cross-Channel Integration
Programmatic advertising is evolving to meet privacy challenges, with IAB Day 2025 expected to highlight shifts toward controlled environments like private marketplaces. For B2B tech marketers, this means more opportunities to deliver targeted ads on platforms like broadcast radio and YouTube, integrated through AI-driven cross-channel strategies. An omnichannel approach ensures consistent messaging, nurturing leads from awareness (via radio) to consideration (via YouTube case studies), ultimately driving conversions.
Branding in the Digital Age
Finally, IAB Day 2025 will emphasize the importance of branding in digital marketing. As consumers increasingly value authenticity, B2B tech companies must focus on storytelling that resonates with their audience. Combining broadcast radio’s broad reach with YouTube’s visual storytelling, brands can create memorable campaigns that build trust and loyalty among tech decision-makers.
IAB Day 2025 promises to be a catalyst
Discussion about this post