The video advertising technology (adtech) industry is booming, offering exciting opportunities for professionals interested in technology, strategy, and innovation. Whether your passion lies in understanding the mechanics of advanced technology, forging impactful business relationships, or helping companies develop video strategies that drive results, this field provides a wealth of avenues to explore.
With online video consumption surging, connected TV (CTV) viewership on the rise, and the proven effectiveness of digital out-of-home (DOOH) to connect with consumers, video has firmly established itself as a cornerstone of modern advertising. As we head into 2025, the video adtech landscape continues to change rapidly, creating a dynamic and inspiring space for professionals eager to contribute and thrive.
A Versatile and Evolving Landscape
Staying ahead in the video adtech sector requires adaptability and staying informed about the latest tech developments, industry news, and innovations–because our industry changes nonstop. This fast pace not only challenges professionals to keep up but also opens doors to exciting opportunities for growth, creativity, and contributing to cutting-edge technology. Being at the forefront of innovation means constantly exploring new possibilities and pushing boundaries in a dynamic industry.
Video offers unmatched versatility, spanning various formats and platforms, like apps, web, CTV, and DOOH. The relentless innovation across these channels ensures that working in video adtech is anything but monotonous. It’s a field where diverse, impactful projects keep professionals inspired and energized.
AI: Transforming Content, Insights, and Experiences
AI is reshaping every facet of the video adtech landscape in profound ways–from advertising auction dynamics to real-time optimisation for maximum yield. Machine learning (a subset of AI), in particular, is transforming the end-user experience through innovations like contextual video recommendations, which seamlessly match relevant video content with online articles.
AI also enables faster production of high-quality content and generates actionable insights. These insights help identify audience behaviours and preferences, allowing for smarter business decisions and more targeted, impactful campaigns. The result? A combination of innovative content and data-driven strategies that make video a compelling and ever-evolving field for professionals.
The Power of Collaboration
Video operates at the crossroads of multiple teams–spanning product, editorial, and commercial sales across various companies. This cross-functional nature often makes video projects complex and demanding, requiring seamless coordination and alignment of goals. Yet, it’s precisely this collaborative process that makes the work so fulfilling. Witnessing clients the full potential of their content through well-executed video strategies highlights the value of teamwork, persistence, and a shared vision.
Why Video Stands Out
For professionals exploring opportunities in adtech, the video sector offers a unique blend of creativity, innovation, and growth. Whether you’re drawn to the creative aspects of video content, tackling technical demands of platform development, or appreciating the strategic impact of AI-driven insights, video has something to offer for every skill set and passion. There is never a dull moment, making it an ideal space for those who thrive on challenging themselves.
Looking Ahead
Video isn’t just a powerful medium–it’s a driving force in the advertising landscape, with no signs of slowing down. As we move into 2025 and beyond, video’s influence will only grow, reshaping how audiences engage with content across platforms. Its versatility, rapid evolution, and collaborative opportunities make it one of the most rewarding and forward-thinking career paths in adtech. Choosing to specialise in video is more than a career decision; it’s a chance to shape the future of advertising.
Alex Dawson-Smith , Business Development Director (UK & EMEA) at EX.CO