From AI to Omnichannel

Q1 is coming to a close, and we sat down with our Head of Growth @Robin Floden to discuss the key trends shaping ad tech in 2025. From the evolution of DCO to the smart use of AI and the growing focus on sustainability—here’s what’s shaping the industry right now.

What’s the biggest opportunities in ad tech right now?

We’re seeing a clear trend of bringing tech and creativity closer together. One example is DCO, which many brands already use to tailor messaging in real time. The real opportunity now is to evolve how we use it—DCO 2.0.

Another big shift is AI—but the key is using it wisely. AI should enhance creativity, not replace it. Mass-generated, generic creatives won’t cut it—uniqueness and strategy are what make brands stand out.

Lastly, omnichannel strategies are evolving fast. DCO already makes ad creation across formats seamless, but the real shift is toward channel-agnostic advertising—giving brands more control with less complexity.

You talk a lot about DCO 2.0 – what does that mean?

DCO has evolved—DCO 2.0 is about unlocking more possibilities—more data, more channels, and more creative flexibility.

Historically, DCO was limited to predefined templates and basic display ads. Today, increased flexibility and creative depth come from leveraging external data to drive real-time, dynamic decision-making. This allows for seamless adaptation of messaging across channels, formats, and audiences—without manual effort.

What real impact does DCO have on campaigns today?

Everything boils down to delivering relevant ads with impact at scale. DCO ensures the right message reaches the right audience at the right time—driving higher engagement, increased sales, and stronger brand awareness.

By automating ads with DCO, brands benefit from faster time to market, fewer manual updates, and streamlined ad production. At the same time, people remain essential—freeing up time to focus on strategy, storytelling, and creativity.

Ultimately, DCO makes creative management more efficient while delivering high-impact, personalized campaigns at scale. It reduces workload for brands while ensuring they stay relevant across every touchpoint.

AI is the industry’s hottest topic – what opportunities do you see?

AI offers opportunities across a broad spectrum—not just in advertising. It’s transforming optimization, automation, and overall organizational efficiency, streamlining workflows, improving decision-making, and reducing manual work—which is why it remains a hot topic.

In ad tech specifically, AI enables faster, more scalable content creation—for example, turning static images into videos (example) or generating assets at scale. But with mass creation comes the risk of mass production, where ads feel repetitive and lose uniqueness. AI should enhance creativity, not replace it, ensuring automation works hand in hand with human insight.

At the same time, AI can be resource-heavy, making a mindful approach essential. That’s why I believe the discussion around AI and sustainability will only intensify in 2025, as the industry seeks to balance innovation with efficiency—minimizing waste while maximizing impact.