‘Tis the Season of Predictions: The Rise of Data Networks, According to Perion
We’re at that time of year again. We’re not just talking about holiday spending. It’s the season where industry experts have future thinking dancing in their heads like sugarplums. Daniel Aks, President of Undertone by Perion, predicts the rise of first-party data networks across financial and transportation sectors.
He anticipates major ad tech mergers and acquisitions and Google’s potential breakup. The company’s CMO – Erin McCallion — chimes in with a look at how the CMO role will change. She believes partnerships will be simplified. GenAI will be leveraged throughout marketing, and companies will look toward rebalancing brand and performance marketing.
We asked Aks a few questions about ad tech and personalization.
What do you mean by the rise of first-party data networks?
“In 2025, we can expect a surge in non-retail companies leveraging their first-party data to create robust ‘commerce media’ ecosystems. Building on the approaches taken by companies like Chase and United Airlines, industries such as financial services, transportation, and hospitality are likely to follow suit. These companies, while not traditional retail sellers possess vast troves of valuable consumer data—spanning purchase behaviors, travel habits, and lifestyle preferences—that can be monetized for targeted advertising.”
How will DCO (Dynamic Creative Optimization) factor into marketing?
“2025 will be a breakthrough year for DCO as generative AI finally unlocks its full potential. Brands will go beyond basic customization, using AI-driven tools to create and optimize thousands of tailored ad variations in real-time, driving deeper personalization and engagement. A new wave of startups and innovations will simplify DCO adoption, making advanced creative strategies more accessible. By integrating creativity with data-driven insights, marketers can revolutionize campaigns, achieve scale without sacrificing resonance, and set a new standard for impactful advertising.”
How will M&A play into all this?
“With the impending breakup of Google, an opening for a set of new ad tech entrants aimed at corralling the open web in a more publisher-forward manner will emerge, reshaping the competitive landscape. These new players will likely focus on empowering publishers with greater control over monetization and audience data, challenging long-standing walled gardens. At the same time, we can expect more consolidation and acquisitions in 2025 – as companies strive to integrate ad tech and martech capabilities to offer seamless, full-stack data networks. This trend will also reflect the growing demand for holistic platforms that unify data, measurement, and creative to better serve advertisers and publishers in an evolving privacy-first environment.”
How will the CMO role change?
According to McCallion: “After a year of navigating public scrutiny and operational challenges, CMOs will take decisive action in 2025 to simplify their partner ecosystems. Expect a shift toward working with fewer, more strategic partners who can deliver measurable outcomes across channels.”
Will these predictions come true? Stay tuned and follow Street Fight (and attend Street Fight LIVE on September 28th, 2025) to learn more about how data, AI, and CMOs will evolve in the decades ahead.
