IAB's State of Data Report for 2025
There’s a lot happening in our world this week. The IAB just released its State of Data 2025 report, packed with insights on how AI is reshaping advertising. Plus, Adweek dropped a timely look at the changing dynamics of the 2025 TV upfronts. Both point to the same big trend: smarter, more accountable advertising.
This year’s TV upfronts mark a major shift. It’s no longer just about locking in low CPMs or securing early access to premium inventory. Advertisers are asking tougher questions about data, flexibility, and whether their investments are actually driving results.
According to Adweek, 2025’s upfront deals are centered on performance. Buyers want measurement, transparency, and the ability to pivot mid-campaign if things aren’t working. Platforms like YouTube are thriving because they can prove it works. For the second year in a row, more people are watching YouTube on TV screens than anywhere else. That success is driven not just by reach, but by clear performance metrics.
The takeaway is clear. Premium content is no longer enough. Advertisers want to understand the context of the content their ads appear in and how that context influences outcomes. They want targeting that goes beyond demographics and reporting that shows more than just impressions.
At Qortex, we’ve been building for this moment. Our Advanced Video Intelligence tools analyze content scene by scene, align ads with the right content, and deliver measurement that helps brands make smarter decisions. As the upfront marketplace evolves, the demand for deeper insight and accountability continues to grow.
If your media strategy is still based on old assumptions, now is the time to rethink it. The next chapter of video advertising belongs to those who can prove value with clarity and precision. Qortex is here to help you lead the way.
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IAB State of Data
The IAB just dropped their State of Data 2025 reports, and it reads like a roadmap for everything Qortex has been building toward: privacy-first advertising, contextual targeting, and AI that does more than just optimize—it orchestrates.
We’re watching AI take over full campaign planning and measurement, even using synthetic data to fill in the gaps left by third-party signal loss. But adoption is still early, and that means massive opportunity for brands to reclaim control, for agencies to lead with smarter tools, and for publishers to finally monetize context in a meaningful way.
Here’s what stood out (and where Qortex fits in):
AI Is Taking the Wheel
AI isn’t just optimizing workflows, it’s planning campaigns, building audiences, managing pacing, and even forecasting performance. Most companies aren’t fully there yet, but agencies are leading the charge.
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Signal Loss → Contextual Gain
With cookies crumbling and personal data harder to access, contextual targeting is on the rise. 66% of advertisers plan to increase contextual spend this year. Qortex’s video intelligence makes this not just possible, but powerful.
Synthetic Data Is Growing Fast
To bridge the data gaps, more companies are turning to synthetic data for audience modeling and performance attribution. Qortex’s moment-by-moment content insights can help build smarter, privacy-safe models.
Measurement Is Getting Harder, But Smarter
Traditional tracking is falling apart, which means ROI is harder to prove. Expect more demand for content-level attribution, modeled insights, and AI-enhanced forecasting which exactly the kind of measurement Qortex is built to support.
Trust & Transparency Are Still Missing
Brands worry about how their partners are using AI. Agencies fear being cut out. Publishers face fragmentation. Qortex offers a rare advantage here: transparent tech, ethical AI, and outcomes you can actually see.
Want to see how we’re already solving the problems everyone else is still identifying? Learn more about Qortex’s video intelligence suite.
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