AD Agencies
VDO.AI report outlines 2025 publisher profitability strategies
MUMBAI: What’s next for digital publishers navigating the turbulent AdTech seas?
VDO.AI, a global AdTech powerhouse, has released its much-anticipated “2025: The Year of Publisher Profitability” report, packed with actionable insights to help publishers scale revenue in the face of industry challenges. If you thought the digital ad landscape couldn’t get any trickier, think again—this report doesn’t just highlight the hurdles but lays out the tools to leap over them.
Did you know mobile advertising accounted for over 60 per cent of digital ad revenue in 2024, hitting a jaw-dropping $400 billion? In 2025, this figure is projected to grow even more, with native ads stealing the show. With advanced targeting and contextual alignment, native ads are expected to deliver 15-20 per cent higher revenue growth. For publishers, this isn’t just a trend; it’s a revenue revolution.
Want to know the secret sauce for better profitability in 2025? The report points to premium ad formats like video and native ads as game-changers. Rewarded ads—those interactive, opt-in ads that users love—are set to drive a 30 per cent revenue increase alongside an 18 per cent jump in eCPM.
What about interstitial ads? Brace yourself. With improved strategies and placements, these full-screen gems could make up more than 70 per cent of ad revenue in 2025. Are you ready to take your ad strategy up a notch?
Despite the usual mid-year dips, VDO.AI forecasts a 20 per cent year-over-year increase in global ad spend for Q1 2025. By Q4, this figure is expected to climb to a stellar 23 per cent. The big question is: are publishers equipped to ride this wave of growth?
VDO.AI chief business officer Akshay Chaturvedi puts it best, “2025 ushers in a transformative era for publishers, demanding resilience and strategic evolution. This report provides actionable insights to navigate CPM challenges, optimise premium ad formats, and build quality partnerships. By aligning monetisation with engagement and embracing innovation, publishers can discover new growth opportunities and achieve sustained profitability, setting a benchmark for success in digital advertising.”
OLX head of programmatic advertising, Shanky Bhat chimed in with high praise for interstitial ads, “Interstitial ads have emerged as a top performer for OLX, delivering higher CPMs and revenue impact compared to other formats. With VDO.AI’s expertise, we overcame initial challenges with in-app integrations and now enjoy seamless ad placements. Their consistent results and collaborative approach make them a trusted partner, driving substantial revenue growth and positioning OLX for continued success.”
The report doesn’t stop at trends; it’s a masterclass in digital advertising strategy. Among its key insights:
. Video formats like in-stream and out-stream will continue leading revenue charts with improved engagement metrics.
. Capitalising on seasonal ad surges is crucial, with tailored strategies for each quarter.
. Choosing the right technology and forming premium SSP/DSP partnerships will be critical for transparency, performance, and competitive CPMs.
VDO.AI’s report proves that success in digital advertising is about embracing innovation, investing in quality partnerships, and being bold with your strategies. Publishers who adapt will not just survive but thrive in 2025’s challenging landscape.
If you’re a publisher looking to future-proof your strategies, this report isn’t optional reading—it’s your 2025 survival guide. Ready to dive into a transformative year for AdTech?
AD Agencies
Publicis posts €4.19bn Q1 revenue, 6.4 per cent growth; backs FY outlook
Ad giant signals Q2 acceleration as AI and new deals power momentum
PARIS: Publicis Groupe continues to outperform the industry, delivering a strong start to 2026 under Chairman and CEO Arthur Sadoun. Despite a volatile global macro environment, the company has now outpaced the industry for nearly 20 consecutive quarters.
For Q1 2026, total revenue reached €4,191 million, up from €4,161 million last year, with organic growth of 6.4 per cent. Net revenue, which excludes pass-through costs, stood at €3,460 million, reflecting organic growth of 4.5 per cent.
Exchange rates had a negative impact of €268 million, mainly due to a weaker US dollar and pound sterling. Acquisitions, including Adge.AI and 160over90, contributed an additional €46 million.
Performance across regions was largely positive, with some variation:
- North America, accounting for 59 per cent of net revenue, grew 4.7 per cent
- Europe recorded growth of 3.9 per cent, led by the UK at 6.2 per cent, while France grew 1.6 per cent
- Asia Pacific posted 5.9 per cent growth, driven by China at 11.7 per cent
- Latin America grew 13.3 per cent
- Middle East and Africa declined 5.1 per cent due to geopolitical challenges
AI-powered marketing services, which now make up 86 per cent of the business, grew 5.6 per cent. However, the technology segment, representing 14 per cent of revenue, declined slightly as clients reduced spending on large-scale transformation projects.
Sharing his outlook, Publicis Groupe chairman and CEO Arthur Sadoun said, “Publicis had a very strong start to the year, outperforming the industry for almost 20 quarters in a row despite the volatile macro environment. Organic revenue growth reached 6.4%, leading to 4.5% in net and further increasing the gap with our peers.” He added that the company remains confident of delivering industry-leading performance. “We are confirming our industry-leading organic growth guidance of 4 to 5%, with the 4% rock solid, and a sequential organic growth acceleration in Q2 despite a higher comparable.”
Publicis continued its expansion with the acquisition of Adge.AI in March, followed by 160over90 in April to strengthen its sports and culture marketing capabilities.
Net financial debt stood at €1,156 million at the end of March, reflecting a seasonal shift from the net cash position at the end of 2025. Average net debt over the past twelve months was €1,035 million.
The company has reaffirmed its full-year guidance, expecting net revenue organic growth of 4 to 5 per cent in 2026. It also anticipates an operating margin slightly above 18.2 per cent and free cash flow of approximately €2.1 billion.
With expectations of stronger performance in the second quarter, Publicis remains well positioned to sustain its growth momentum.
