In recent years, AI has become an important part of the day-to-day of marketers and business owners, and most likely, we’re not going back. This year advertisers keep adjusting and taking advantage of new and advanced features to help them reach more specific audiences, optimize ad costs, and improve ad efficiency overall. If you haven’t kept up with the AI technologies that different platforms are integrating into their ad features, here’s a quick preview:
Platforms are finding new ways of keeping user privacy safe while tracking ads. Third-party cookies are disappearing and we’re adapting to “cookie-less” tracking and first-party data.
Contextual advertising is also becoming more popular again, showing ads based on what users are looking at instead of tracking their past activity. Google’s Privacy Sandbox and Topics API offer new ways to target ads by grouping users based on interests instead of tracking individuals. Businesses are also collecting zero-party data, which people share voluntarily through surveys, preferences, and interactive content. These strategies help advertisers stay effective while being more transparent and respectful of user privacy.
Apple’s ATT & Google’s Privacy Sandbox
Apple’s App Tracking Transparency (ATT) is a privacy feature that started with iOS 14.5. It makes apps ask for permission before tracking a user’s activity across other apps and websites. When an app wants to track someone for ads, a pop-up appears asking if they agree. If the user says no, the app can’t collect or share their data for advertising.
This is how ATT affects ads:
Overall, ATT protects users’ privacy while making it more difficult for advertisers to reach the intended audience.
Additionally, Google’s Privacy Sandbox (2025) limits the use of third-party cookies and cross-site tracking. The goal is to give users more control over their data, reducing the ability for advertisers to track users across the web, but still allowing them to run relevant, personalized campaigns. Here’s how it impacts ads:
On the bright side, by processing data directly on users’ devices instead of using third-party tracking, Google is ensuring that users’ personal information isn’t shared with advertisers, providing more transparency and control over data.
In 2025, more businesses are choosing performance-based advertising, which means they only pay for ads that lead to real results, like sales or sign-ups. Cost-per-action (CPA) ads are becoming more popular because companies want to make sure their money is spent wisely. Many are also using Return on Ad Spend (ROAS) to see how much profit they make from their ads. Because of this, fewer businesses are paying just for ad views (impression-based ads) since those don’t always turn into real customer actions.
CPA in Facebook Ads
Facebook advertisers can use CPA bidding to pay for specific actions, like form submissions or purchases, instead of just clicks or views. This is especially helpful for businesses that have clear goals for getting customers. The cost of CPA for Facebook ads depends on factors like the industry, target audience, and ad quality.
CPA in YouTube Ads
YouTube also offers CPA bidding, letting advertisers pay when users take certain actions, like subscribing to a channel, watching a video for a set time, or making a purchase. The cost of CPA on YouTube changes based on the action being targeted and how competitive the advertiser’s industry is.
While CPA bidding can be cheaper than CPM (cost per thousand views) or CPC (cost per click) for conversion-focused campaigns, getting a good return on investment requires well-made ads and landing pages. Understanding CPA costs across different platforms helps businesses spend their money wisely by only paying for meaningful customer actions.
User-generated content (UGC) is now a key tool for brands and businesses, thriving against overly polished and edited ads that don’t feel relatable or authentic. UGC has changed the game by building customer trust and driving higher engagement. Consumers are more likely to connect with real, unfiltered content, making UGC a powerful way to boost conversions and lower advertising costs. As platforms like Instagram, TikTok, and Facebook continue to integrate UGC into paid ads, brands have more opportunities than ever to amplify authentic customer experiences and create deeper connections with their audiences.
Micro vs. Macro Influencers in Paid Campaigns
Influencer marketing is still a key part of social media ads, with brands choosing influencers based on their reach, how much people interact with them, and whether their audience matches the brand’s goals.
However, by using both types of influencers in advertising strategies, businesses can balance reaching the right people and getting broad exposure, which helps improve their CPA.
Short-form videos under 90 seconds tend to hold viewers’ attention well, with nearly 50% watching until the end. However, as more creators produce this type of content, marketers will need to find new ways to make their videos stand out and keep audiences engaged.
Because these videos are quick and fun, they get more views, likes, and shares compared to other types of content, but it’s essential to have a strategy that includes:
For businesses running ads, short-form videos are a great way to grab attention and reach more people. Many companies see better results when they use short video ads instead of regular image or text ads. Plus, social media platforms are pushing video content to more users, making it even more powerful for advertising.
In 2025, a successful advertising strategy involves reaching customers wherever they spend their time, whether it’s on search engines, social media, websites, or other platforms. The goal is to create a unified experience that seamlessly follows your audience across devices and platforms.
The key to success with omnichannel and cross-platform advertising is creating consistent messaging across all platforms while ensuring each platform plays to its strengths.
Tips for Cross-Platform Ads in 2025
Advertising is changing fast, and keeping up is the key to success in 2025. What will you do to stay ahead? Reach out—we’d love to help you improve your ad strategy!
Advertising is changing fast, and keeping up is the key to success in 2025.
Reach out—we’d love to help you improve your ad strategy!