Programmatic advertising is, for the first time, neck and neck with the stock market.
“Data from Q2 2025 shows programmatic advertising revenue
growth now tracks closely with S&P 500 performance, marking a change from previous quarters when advertising spending growth outpaced broader market indicators,” says Assertive Yield in its
new study: Q2’25 Publisher Trends.
This is both good and bad for publishers.
“When the economy does well, so do we,”
the study says. “When it slows down, so do we.”
So what’s the outlook for 2025?
The days of easy growth are
over. Publishers should looking at (and we quote):
- Running clean, efficient operations Focusing on quality inventory over quantity
instead of chasing quick wins
- Having the flexibility to adapt quickly, especially in Europe.
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The drive toward quality is illustrated by the
fact that over “80% of bid requests now include curation filters," the study observes. "Buyers aren't just looking at any inventory anymore—they want the good
stuff.”
This report reflects the experience of Assertive Yield clients.
“Tier 1 publishers in the United States
recorded sequential growth from Q1 to Q2 2025, maintaining the typical seasonal improvement pattern observed in previous years, the study states.
"However, the
magnitude of this quarter-over-quarter increase was approximately half the growth rate experienced during the same period in 2024,” it adds.
In general, the
programmatic advertising ecosystem “continues to evolve, with SSPs adapting their strategies to meet changing publisher needs and market conditions,” the study concludes. “Each
platform brings unique strengths to the market, serving different publisher requirements and business models.”