The Future of Online Advertising: Trends Every Business Should Watch 👁️

Jeric Turga
May 13
3 min read

Online advertising is evolving fast—and businesses that want to stay competitive need to keep up. In fact, global digital ad spending is projected to surpass US$740 billion by 2025. From AI-powered automation to major shifts in data privacy, the digital ad space is undergoing a transformation.

Whether you’re running Google Ads, promoting on social media, or exploring new channels, it’s essential to understand the trends shaping the future of online advertising—and how to adapt.

Here are the biggest trends every business should have on their radar.

1. AI-Powered Campaigns and Automation

AI is no longer optional—it’s now at the core of how online ads are created, targeted, and optimised. A recent study found that over 80% of digital marketers already use AI tools to improve campaign performance.

Smart bidding algorithms automatically adjust your bids to maximise conversions.
AI-generated ad creatives are speeding up content production.
Predictive targeting uses machine learning to show your ads to users most likely to convert.

What to do: Lean into automation tools within platforms like Google Ads and Meta. Let AI handle the optimisation while you focus on strategy and messaging.

2. Cookieless Advertising and First-Party Data

Third-party cookies are on their way out, and privacy regulations are tightening worldwide. Google plans to phase out third-party cookies by 2025, while Apple’s iOS changes have already impacted audience tracking.

Platforms like Google and Apple are phasing out third-party tracking.
Businesses need to rely more on first-party data (data you collect directly from your audience).

What to do: Start building your own data sources through email lists, loyalty programs, and website analytics. Use tools like Google Consent Mode and server-side tracking to stay compliant.

3. Rise of Video and Interactive Ads

Short-form video is booming. In fact, 90% of consumers say video helps them make purchasing decisions. Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading the charge.

Video content has higher engagement and shareability.
Interactive formats like polls, quizzes, and swipe-ups boost attention and recall.

What to do: Incorporate video into your ad mix—even simple, low-budget videos

can perform well. Test vertical formats and platform-native features to maximise reach.

4. Hyper-Personalisation Through Dynamic Ads

One-size-fits-all ads are fading. Platforms now offer dynamic ad formats that tailor content to each user.

Product ads that show what users recently viewed.
Location-based offers for nearby shoppers.
Messaging that adapts based on device or time of day.

What to do: Set up dynamic creative tools in your ad platforms. Use retargeting and product catalogues to personalise your message at scale.

5. Voice Search and Visual Shopping

The way people search is changing—especially on mobile and smart devices.

Voice search is growing, with users asking for services and products hands-free.
Visual search tools like Google Lens let users find products by uploading a photo.

What to do: Optimise your product listings and content for natural language queries and visual formats. Include alt text, schema markup, and image SEO to stay visible.

6. Privacy-Centric Marketing Will Be the Norm

Users expect transparency—and platforms are responding.

Apple’s App Tracking Transparency and Google’s Privacy Sandbox are limiting how data is shared.
Consumers are more selective about which brands they trust with their information.

What to do: Be upfront about how you use data. Offer clear value in exchange for consent, and prioritise ethical marketing practices.

7. Omnichannel Campaigns and Cross-Platform Insights

Users now interact with brands across multiple platforms before making a decision. It typically takes 6–8 brand interactions before a customer converts from awareness to purchase..

Ads should work together across channels—from Google to Instagram to email.
Cross-platform attribution helps you understand what’s really driving conversions.

What to do: Use tools like Google Analytics 4 and Meta Events Manager to track the customer journey across platforms. Align your creative and messaging for consistency.

Online advertising is entering a new era—more automated, more privacy-aware, and more personalised than ever. To stay competitive, businesses need to embrace AI, invest in first-party data, and meet customers where they are.

The future belongs to businesses that adapt quickly. Stay curious, stay agile, and let your strategy evolve with the trends.