Jobs vacancies in the digital advertising industry are shrinking and those who have a role are seeing pay rises slow.’
The Australian digital advertising and adtech industry, facing deepening cost pressures and the advancing integration of AI, is refining its talent strategy, according to IAB Australia’s 2025 Digital Advertising and Ad Tech Talent Review released today.
The industry job vacancy rate is 4%, down from 4.6% in 2024, with many organisations managing staffing needs through increased offshoring and contractor use.
The average salary increase over the last year also slowed to 3.1%, continuing a downward trend from 4.2% in 2023 and 3.8% in 2024.
However, the cumulative increase in digital advertising specialist salaries over the last few years has increased the cost of talent and Australia remains a premium job market.
Hiring continues to focus on experienced professionals in commercial and technical roles, with mid-level employees (3–5 years’ experience) again the most sought after.
Entry-level hiring has declined, and the industry is leaning on flexible workforce models to meet resourcing demands.
Female representation in senior management rose to 38% in 2025 from 34% in 2024, while overall gender balance in product and commercial roles remains steady.
Commercial roles now make up 50% of the industry’s workforce.
Offshoring and contractor use have increased across the board, particularly in operations and support.
DEI policies are present in 86% of organisations, though support for neurodiversity and disability remains limited.
Office attendance expectations continue to centre around hybrid models, with few changes reported this year. Almost half the industry (45%) have mandated three days a week in the office with one “anchor” day where most team members are in the office.
At the same time, many organisations are investing in upskilling across AI, data privacy, and leadership to strengthen internal capability and support teams through ongoing structural and technological shifts.
“Over the last year we’ve seen a sharper focus on building flexible teams, investing in training, and managing costs without losing momentum,” said Gai Le Roy, CEO of IAB Australia. “Organisations are being more selective in their hiring, while also exploring new ways to boost internal capability and build resilience. This year’s review highlights not just the pressure points, but the pathways to sustainable workforce growth.”
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