Display advertising will remain the dominant form of digital advertising in 2025. Today, its role is reinforced by first-party data, artificial intelligence and new technological capabilities. Advertisers are increasingly using enriched data, predictive analytics and AI tools to segment audiences, dynamically adapt creatives and optimise media budgets in real time. This combination allows display advertising to function as a precisely targeted, measurable and effective tactic within the modern digital media ecosystem.

In the digital age, data is no longer just a support tool – it lies at the heart of business decisions. In digital advertising in particular, success increasingly depends on the quality of data. Among all types, first-party data is a stand-out. This is the data that companies collect directly from users through their own channels, such as websites, mobile apps or emails. Because it’s obtained transparently and legally from a direct source, it is considered the most reliable insight into users’ needs, behaviours and intentions. And yet – although many companies are aware of this – steps towards the active use of first-party data often remain unmade.