If you’re running programmatic campaigns in Southeast Asia, you’ve probably noticed how fast things are changing. More brands are shifting budgets toward Connected TV (CTV), retail media is booming, and AI is playing a bigger role in ad buying. At the same time, privacy regulations are tightening, and advertisers are rethinking their media supply chains.
So, what should you be focusing on in 2025? Let’s dive into the key trends shaping the Southeast Asian ad tech market and how you can stay ahead.
2025 Programmatic advertising trends in Southeast Asia
Heading into 2025, programmatic advertising in Southeast Asia is primed for serious growth. New technologies and changing consumer behaviors are driving this shift, and programmatic advertising in emerging markets like this region is picking up steam. To stay competitive, you’ll need to know the key trends shaping the future of digital advertising in Asia.
Trend #1: CTV & DOOH are taking off
CTV and DOOH are seeing explosive growth as consumers shift their media consumption habits. Streaming platforms like YouTube, Netflix, and regional OTT services such as iQIYI and Viu are becoming prime inventory sources for programmatic advertisers. With more users shifting away from traditional TV, programmatic CTV is offering advanced targeting options, making it a must-have in your media mix.
At the same time, Digital Out-of-Home (DOOH) is evolving beyond static billboard placements. Advertisers are now using real-time triggers—such as weather, time of day, and even crowd density—to serve dynamic and contextually relevant ads across transit hubs, shopping malls, and digital billboards.
If you’re still focusing mainly on mobile and display, 2025 is the year to diversify your media mix. CTV and DOOH offer premium, brand-safe environments with high engagement potential, making them valuable additions to your programmatic strategy.
Trend #2: Retail Media Networks (RMN) are the new power players
E-commerce platforms in SEA—like Shopee, Lazada, and Tokopedia—are becoming more than just online marketplaces. They’re transforming into full-fledged ad networks, offering brands access to first-party shopper data and premium ad placements.
With increasing restrictions on third-party cookies, these Retail Media Networks (RMNs) provide a critical way to reach high-intent shoppers using real-time purchase behavior. Advertisers can now run display, sponsored product, and video ads directly within these platforms, ensuring their messages reach users who are already in a buying mindset.
For brands, RMNs offer a direct link between ad exposure and sales, making attribution clearer and campaign performance easier to track. If you’re running performance-driven campaigns, RMNs will be a game-changer for your strategy, allowing you to tap into audiences with high purchase intent and measurable conversion impact.
Trend #3: AI-driven automation is reshaping ad buying
Programmatic platforms are getting smarter, and AI is at the center of it all. From predictive bidding to automated creative optimization, AI is handling many of the tasks that once required manual adjustments, freeing up advertisers to focus on strategy rather than execution.
In 2025, expect to see:
- AI-powered audience segmentation for hyper-personalized targeting, allowing you to serve ads to users at the most relevant touchpoints.
- Smart bidding algorithms that analyze real-time performance data and adjust spend automatically for better ROI.
- Automated creative testing that dynamically switches elements like headlines, CTAs, and visuals to determine the best-performing ad variations.
If you’re still manually tweaking campaigns, it’s time to embrace automation and let AI do the heavy lifting. By integrating AI-driven tools into your programmatic strategy, you can improve efficiency, reduce costs, and maximize results with minimal manual intervention.
Trend #4: Privacy-first advertising is now the standard
With stricter data privacy laws rolling out across SEA and Google phasing out third-party cookies, advertisers are rethinking their approach to audience targeting and measurement. The focus is shifting toward sustainable, privacy-compliant solutions that don’t rely on intrusive tracking methods:
- First-party data strategies: Brands are prioritizing CRM data and loyalty programs to build direct relationships with customers.
- Contextual targeting: Ad placements are being optimized based on content rather than behavioral tracking.
- Privacy-compliant identity solutions: Advertisers are exploring Google’s Privacy Sandbox, UID 2.0, and other alternatives.
In 2025 and beyond, cookie-based targeting will become increasingly obsolete. Advertisers who adapt early to privacy-first solutions will have a competitive edge in the new digital landscape.
Trend #5: Supply Path Optimization (SPO) is driving efficiency in media buying
With ad tech fees cutting into media budgets, brands are taking a closer look at where their money is going. Supply Path Optimization (SPO) is a growing priority, helping advertisers eliminate unnecessary intermediaries, reduce hidden fees, and focus on premium inventory sources.
Key shifts in SPO for 2025:
- More brands moving budgets to private marketplaces (PMPs) and direct deals, ensuring access to high-quality, brand-safe inventory without excessive markups.
- Demand for greater transparency in ad supply chains, with advertisers scrutinizing auction dynamics to prevent ad dollars from being wasted on inefficient paths.
- Increased use of ad verification tools to combat fraud, improve viewability, and enhance ad performance.
In 2025, optimizing your programmatic supply chain is no longer a “good-to-have”—it’s a “must-have”. Make sure you refine your buying path and work with trusted supply partners to make every ad dollar count.
Key Takeaways: What You Should Focus on in 2025
As programmatic advertising in Southeast Asia evolves, staying ahead requires a keen focus on emerging trends and strategic adaptation. Here’s a quick recap on the 2025 trends to focus on:
✔ Expand beyond traditional display – CTV and DOOH are where audiences are heading.
✔ Leverage first-party data – RMNs are giving advertisers new ways to reach consumers without relying on cookies.
✔ Use AI for smarter ad buying – Automation can improve efficiency and help you scale.
✔ Stay ahead of privacy changes – A strong first-party data strategy is critical for success.
✔ Optimize your supply chain – Cut out inefficiencies and make sure your budget is working as hard as possible.
The bottom line? The SEA programmatic space is evolving, and fast! If you want to stay competitive in 2025, now’s the time to adapt, experiment, and make sure you’re investing in the right areas.
