Discover how companies are adapting to privacy and zero-party data collection for more effective and less intrusive advertising.

Good news for the skeptics: 2025 will hopefully be a year of more practical AI use cases for advertising, especially as agencies get more hands-on with the tech.

Every marketer knows the concept of personas—whether from academic studies or hands-on experience—but few have truly harnessed their full potential.

Advertising continues to evolve, with anticipated advancements like the growth of AI and the rise of retail media, alongside surprises such as Google’s decision to let consumers choose the use of third-party cookies instead of eliminating them entirely.

From updates to privacy legislation, affecting targeting and the use of consumer data, through to new laws governing the reporting of carbon emissions, staying up to date with decisions from various administrations is vital.

Distraction Control, App Tracking Transparency… Apple is multiplying features that prioritize data privacy and user experience. However, the advertising industry feels aggrieved.

This year only highlighted how tough predicting the future of advertising can be. But its fast-moving nature and cutting-edge outlook are two of the reasons that it is such a vibrant and energizing industry to work in. With that in mind, these are the key trends that Geoffroy Martin believes will shape the advertising world […]