Few topics in digital marketing today are evolving as rapidly—or carry as much weight—as online privacy. With shifting user expectations, tightening regulations, and accelerating advances in artificial intelligence (AI) and advertising technology (adtech), the rules of engagement between brands and consumers are being rewritten in real time. We’ve reached a tipping point where the push for personalization must be balanced with the imperative for privacy, and where consumer trust can no longer be treated as a secondary consideration.
As data protection continues to rise in importance, businesses must rethink their strategies. Governments around the world are introducing stricter privacy laws. Tech companies are rolling out new frameworks. And consumers—more aware than ever of how their data is collected and used—are demanding transparency, control, and respect.
With 2025 already off to a rapid start, three major trends are expected to shape the future of online privacy and digital marketing in the months ahead.
1. The Pendulum Swings in Favor of the Open Web
The past few years have been marked by a growing demand for greater online privacy, and that trend will only accelerate. The combination of largely reduced or biased content moderation on major platforms, such as the proliferation of conspiracy theories and hateful speech on X (formerly Twitter), and the rise of AI-generated content has eroded trust in some of the internet’s most prominent channels. As a result, users are seeking out alternative sources of content that feel more trustworthy, more credible, and better aligned with their privacy expectations.
In response, privacy-centric applications have seen significant adoption. Messaging platforms like Signal and Telegram have gained substantial market share, reflecting users’ desire for secure communication channels. Additionally, privacy-focused browsers are experiencing growth, driven by heightened awareness of online privacy and increasing data breaches.
The Open Web, characterized by decentralized platforms, offers users greater control over their data and online experiences. This environment empowers individuals to choose how and where their information is shared, fostering a sense of security and autonomy. This evolution presents an opportunity for advertisers and marketers to build trust through privacy-centric engagement strategies, ensuring that users feel respected and protected in the digital spaces they choose to inhabit.
2. Retail Media Networks Face Inventory Constraints, Pushing Innovation in Privacy Solutions
Retail Media Networks (RMNs) have gained an increasing share of the digital advertising landscape, offering brands a way to reach highly targeted audiences using first-party data. However, as demand has surged, RMNs are encountering new challenges. As the market becomes more saturated with these platforms, emphasis is shifting from rapid expansion to proving the effectiveness and return on investment of these campaigns. Surging demand has also led to inventory constraints; there is only so much high-intent, first-party data to go around, and competition for these advertising opportunities is fierce.
At the same time, privacy regulations and solutions like Google’s Privacy Sandbox are reshaping how advertisers can activate first-party data while maintaining compliance. The good news? Privacy-forward solutions are proving effective. For example, in NextRoll’s recent test with Audigent, a part of Experian, we saw promising results that demonstrate how privacy-conscious data activation can still drive strong marketing performance.
This trend will push companies to innovate in privacy-first advertising solutions, ensuring they respect user data while still delivering meaningful results. The brands that embrace these evolving privacy frameworks will be the ones that maintain strong consumer relationships in the years ahead.
3. AI Giants Enter the Advertising Arena, Disrupting Traditional Models
Artificial intelligence is transforming every industry, and digital advertising is no exception. In 2024, we saw the rapid rise of AI-powered search and content generation tools, and 2025 will bring another major shift: AI giants such as OpenAI and Perplexity introducing their own advertising offerings.
OpenAI’s CFO has already hinted at this move, acknowledging that advertising is a potential revenue stream they are actively considering. A recent example of their strategy is the decision to no longer require ChatGPT users to have an OpenAI account, broadening its reach and making it an even more attractive platform for advertisers. This is a clear indication that OpenAI is positioning itself as a challenger to Google, not only in search but also in advertising.
Beyond OpenAI, AI-driven adtech platforms that natively incorporate both agentic and assistive AI capabilities will begin to eclipse traditional SaaS businesses. The shift in pricing models—from user-based SaaS subscriptions to consumption-based AI-driven models—favors platforms that prioritize unit economics and performance-driven outcomes.
Looking Ahead: The Intersection of AdTech, the Open Web, and Consumer Privacy
As these trends unfold, I remain highly optimistic about the future of adtech, the Open Web, and consumer privacy. The coming years will see continued innovation at this intersection, driving better advertising experiences for brands and consumers alike. The key to success in this evolving landscape will be a commitment to privacy-first strategies, adaptable business models, and AI-powered solutions that respect user trust while delivering performance.
The future of online privacy isn’t about restricting innovation—it’s about enabling a digital ecosystem that works better for everyone. The companies that recognize and embrace this reality will be the ones leading the way forward.
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Roli Saxena
Chief Executive Officer at NextRoll
Roli Saxena is the Chief Executive Officer at NextRoll, where she leads the company’s growth across its business units, RollWorks and AdRoll. With nearly 20 years of experience scaling technology businesses, Saxena has held leadership roles at Brex, LinkedIn, and Clever, and is known for her expertise in go-to-market strategy and operational leadership. She is also an active investor and advocate for diversity in the tech industry, serving on the board of Culture Amp.
NextRoll is a leading marketing technology company that empowers marketers to drive sustainable growth while building trust with their audiences. Powered by machine learning and integrated data platforms, NextRoll’s technology serves tens of thousands of businesses globally through its business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, an advertising platform for business-to-consumer brands. NextRoll is a privately-held company headquartered in San Francisco, CA.