Data Networks on the Rise: Insights from Perion
It’s that time of year again when industry experts are sharing their predictions for the future. Daniel Aks, President of Undertone by Perion, believes that first-party data networks will see a significant rise in the financial and transportation sectors. He also expects major ad tech mergers and acquisitions and the possibility of Google’s breakup. Erin McCallion, the company’s CMO, predicts changes in the CMO role, with a focus on simplifying partnerships and leveraging GenAI in marketing efforts.
When asked about the rise of first-party data networks, Aks explained that in 2025, non-retail companies will start using their first-party data to create “commerce media” ecosystems. Industries like financial services, transportation, and hospitality will follow the lead of companies like Chase and United Airlines in monetizing consumer data for targeted advertising.
Looking into the role of Dynamic Creative Optimization (DCO) in marketing, Aks shared that 2025 will be a breakthrough year for DCO as generative AI unlocks its full potential. Brands will be able to create and optimize thousands of tailored ad variations in real-time, driving deeper personalization and engagement. This will revolutionize campaigns, offering advanced creative strategies that are more accessible.
Regarding mergers and acquisitions (M&A), Aks highlighted the potential breakup of Google, which could lead to new ad tech entrants focusing on empowering publishers with greater control over monetization and audience data. He also expects more consolidation in 2025 as companies aim to integrate ad tech and martech capabilities to offer seamless data networks.
McCallion predicts that CMOs will simplify their partner ecosystems in 2025, working with fewer strategic partners to deliver measurable outcomes across channels. These changes are expected to reflect the evolving privacy-first environment and the growing demand for holistic platforms.
Will these predictions come true? Keep an eye on Street Fight and attend Street Fight LIVE on September 28th, 2025 to learn more about how data, AI, and CMO roles will evolve in the years ahead.
