Adtech: Who to watch in 2025
We’ve identified three businesses that we believe are poised to be ones to watch in 2025. These companies have either secured significant investment in 2024, signaling ambitious plans for growth in the coming year, or have explicitly outlined a focus on strategic acquisitions to drive continued innovation.
Before diving deeper into their strategies, let’s take a moment to explore what innovation truly means. At its core, innovation is the process of introducing new ideas, methods, products, services, or solutions that deliver significant value and positive impact.
It’s about taking what already exists and making it better. Innovation is fueled by creativity, boundless in its possibilities, and present in every aspect of our world.
Adtech is no exception. Consider how far we’ve come—from the early days of the dot-com boom to the sophisticated landscape we see today. New terminology has emerged, and technologies now exist that surpass even the boldest predictions of sci-fi classics. This evolution happens every day, driving our industry forward.
While established leaders like The Trade Desk and DoubleVerify continue to innovate and shape the market, the real question is: which emerging companies are pushing boundaries to create the next groundbreaking products and solutions?
Aryel
What makes them one to watch? In July 2024, Aryel announced plans to expand into France and Germany, focusing on strategic acquisitions in the adtech space. Post that in October, Aryel launched its new Generative AI (GenAI)-powered solution to help media planners optimise budgets and generate highly personalised advertisements.
How are they innovating? Who wants boring ads? Aryel delivers high-performing ads designed for the next generation of users, leveraging 3D, augmented reality, and virtual reality. They are also the only provider of In-Banner AR Creatives that can be distributed programmatically. Alongside this they also intergrate advanced AI algorithms to enhance user interaction analysis, aiming to provide valuable insights for optimizing advertising campaigns.
Voice by Loud Intelligence
What’s makes them one to watch? In September 2024, Spanish startup Loud Intelligence raised over €1 million in a seed funding round with participation from Demium Capital, Encomenda Capital Partners, and several business angels. The company develops Voi<3, an AI platform for contextual advertising in digital audio.
How are they innovating? Loud Intelligence provides cookieless, contextual technology allowing advertisers to connect to their audience through digital audio.
Millions of people tune in to podcasts and audio channels on a daily basis to be entertained, keep informed, or to simply relax. Not only is digital audio simultaneously compatible with an on-the-go lifestyle allowing us to connect to the world while performing our daily activities, it is also quickly emerging as the preferred interface to the digital universe – a veritable Voice First revolution.
all eyes on screens
What makes them one to watch? In October 2024, all eyes on screen secured approximately €10 million in a Series B funding round led by Taiwania Capital, with participation from existing investors, this investment will be used to expand into both Southeastern and Western Europe, leveraging its AI-driven platform to enhance TV and video advertising.
How are the innvoating? Their AI-driven platform processes extensive audience data from millions of households to enhance advertising strategies. A key component of their technology is the “Apollo” module, which utilizes AI-based forecasting and planning to automatically optimise and generate high-performing campaign plans and budget allocations.
Ultimate Asset are a boutique global digital recruitment consultancy, specialisting in hires in adtech, martech, media owners, brands and media agencies. With over 20 years of recruitment heritage in media, we support businesses across the UK, Europe, Asia & North America.
Check out our Spotlight Series, highlighting the brilliant businesses in our industry. If you’re looking to reach audiences across media agencies, brands, publishers and technology platforms, get in touch to feature in the series Alex Swain, Managing Director via Alex@ultimateasset.com