NEW YORK CITY, NY / ACCESS Newswire / July 21, 2025 / Generative AI is the biggest driver of advertising innovation in 2025, according to a new survey of advertising practitioners.

In the survey conducted online by Start.io and AdTechGod™, roughly 90% of respondents said generative AI is impacting their work as advertisers. Most ad companies are still in their early stages with the technology, with roughly 38% of respondents saying they were piloting or testing generative AI applications.

Some 23% of respondents said generative AI has "significantly transformed" their operations, while 28% said the technology had resulted in "minor enhancements" to their work.

CTV remains the top channel for marketing spend in 2025, with 1 out of 3 respondents saying their clients planned to increase their spend on CTV. Mobile advertising and retail media followed closely behind, at 24% and 20%, respectively.

Mobile, first-party data signals remain the most trusted source of audience segmentation information, with 1 out of 3 respondents saying they trusted in-app data more than any other data source. Mobile ads are best for targeting, with nearly 57% of respondents saying they achieved the most accurate audience targeting on mobile devices.

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About Start.io

Start.io is a sell-side omnichannel advertising platform powered by real-time mobile audiences. We deliver hundreds of millions of ads per day across thousands of active mobile apps and web publishers. Our platform uses artificial intelligence to deliver more efficient, effective, and precise digital advertising campaigns. Our direct integration with thousands of mobile publishers gives us access to more than 50 billion first-party data signals per day across the globe. Marketers use these anonymized signals to understand and predict consumer behavior, identify new opportunities, and fuel business growth.

SOURCE: Start.io