9 Performance Marketing Trends To Watch In 2025

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AI is an essential component of effective performance marketing strategies. Over the past three years, our company has launched over 500 campaigns using Google's Performance Max and Facebook Advantage+ campaign types. Below I will cover the trends and data points to stay on top of this year, based on our top-performing campaigns.

Artificial intelligence and machine learning have already transformed the marketing landscape, but in 2025, I expect these technologies will take center stage. AI-powered tools don't just assist in analyzing data; they can also create hyper-personalized marketing campaigns at scale.

From dynamic ad creative tailored to individual preferences to predictive analytics that optimize ad spend, AI allows marketers to make smarter decisions in real time. AI tools enable hyper-personalization in your ad campaign through data analysis and segmentation, dynamic content creation, real-time optimization, behavioral targeting and recommended engines. Tools such as Segment, AdCreative.ai and Optimizely can all help further optimize your campaigns.

For example, programmatic advertising platforms like Google's Performance Max and Facebook Advantage+ campaigns leverage advanced AI algorithms to bid for ad placements based on real-time consumer behavior insights.

With third-party cookies being phased out and stringent privacy regulations such as GDPR and CCPA gaining traction, marketers are shifting their focus to first-party data—information collected directly from customers. In 2025, the importance of building robust first-party data strategies will be paramount.

Retail media networks are becoming a significant player in the performance marketing ecosystem. These platforms, offered by major retailers such as Amazon, Walmart and Target, allow brands to advertise directly within their ecosystems, leveraging rich consumer data.

In 2025, RMNs are expected to grow further beyond traditional e-commerce platforms to include streaming services and even offline retail environments. This expansion will provide advertisers with an opportunity to reach shoppers closer to the point of purchase, improving conversion rates.